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The doll that chose to drive

Audi Espana

Issue 42 | March 2017

Background

A social campaign has been launched by Audi Spain and Proximity Barcelona for the Christmas season, whose aim is to remove gender discrimination from driving and toys. Now is the time when shopping centres reinforce the divide between boys' and girls' toys, segregating their floor space into pink and blue aisles. Dolls, toy cookers and ponies stay on one side and cars, action figures and construction sets on the other. As well as reinforcing gender stereotypes, differentiation in this way affects the freedom of boys and girls to develop certain skills, and channels their interests and vocations. The advertising industry has been contributing to the divide for years, through the codes they use to advertise toys.

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