The Unstereotype Experiment
26 June 2019
UCL PALS academics Lasana Harris and Gorkan Ahmetoglu have been featured in a new Unilever campaign about removing stereotypes from advertising, in a project called: “The Unstereotype Experiment”.
A unique experiment in marketing science conducted by academics Lasana Harris and Gorkan Ahmetoglu from UCL PALS, as part of Unilever’s Unstereotype initiative, showed a “statistically significant 35% reduction in stereotypical thinking” and a “significant change in original thinking”, amongst those who took part. Watch the project video here:
The project has received a great deal of attention in the media. For example, in AdAge, Marketing Week, The Drum, Campaign and Media Post in the UK and US (plus overseas in Brazil, Sweden and Germany). The project has also been featured in the wider business press in the likes of CNBC, Fortune, Digiday and BBC Radio 4’s The Media Show. The film has had over 43,000 views on YouTube to date.
- Find out more about the UCL Division of Psychology and Language Sciences (UCL PALS)
- Find out more about Lasana Harris
- Find out more about Gorkan Ahmetoglu