The Swedish Association of Communication Agencies Publishes the “Black and White” Report

The Swedish Association of Communication Agencies Publishes the “Black and White” Report

How does Sweden compare with other countries in terms of inclusion and representation and what does the representation look like compared to the Swedish population? In 2015, the Swedish Association of Communication Agencies asked the question “who can be seen in Swedish advertising” where they looked at a selection of Swedish advertisements published over a year. Later that year, Cannes Lions began collaborating with the Geena Davis Institute on Gender in Media and had them examine the extent to which award-winning and nominated advertisements from around the world were successful with representation and diversity. 

The study the Swedish Association presents here was conducted by the Geena Davis Institute on Gender in Media 2020 according to the same criteria and methodology as they use in the assessment of advertising in the Cannes Lions. The difference is the basis of the study. Instead of looking at a single competition, they have examined advertisements nominated for at least three awards over the last six years. Namely, the Guldägget, where the most creative advertising is rewarded, 100 Wattaren and YouTube Works where its commercial effect or impact is rewarded.

There are several reasons why they have chosen this approach. In part, it is about getting a good and manageable basis for award-winning Swedish advertising. It is also about the fact that by choosing this approach the Swedish Association can to some extent compare Sweden with the international arena.

Read the full report here.