THE VOICE FOCUS #3

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TfL launches a competition to improve BAME representation in advertising

This article talks about how City Hall and Tfl have come together to launch a competition to help have more representation in advertising. The article talks about how London is one of the most diverse cities in the world and that advertising should reflect that, it builds on by saying "Ethnic minority representation in advertising has increased from 12 per cent to 25 per cent between 2015 and 2018, but more than 60 per cent of adverts still feature only or majority-white people." Representations that have been presented are not often realistic and this creating a diaspora for BAME communities. An advocate for this is featured and her name is Debbie Weekes-Benard, she is the Deputy Mayor of London for Social Integration, Social Mobility and Community Engagement and she states that "Advertising is a powerful force but too often the images we are presented with providing very limited impressions of the people they portray.
“This competition provides a fantastic opportunity for brands to reject generic depictions of minority communities and tell stories that resonate with Londoners who currently may not feel properly represented."
This would appeal to BAME communities the most as the article directly addresses them and pushes praise for them and their own culture- not just black Britons. This article also reflects the ideologies and values of the voice as it addresses the lack of representations in the media and how it must be changed and needs to evolve to fit the 21st-century cosmopolitan world.

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