For videos

Videos have become a staple for most communicators. Videos combine visual, audio and language elements. In your video content creation, consider the following questions.

  • Was there gender balance and diversity in the creative process to provide broad perspectives? This includes the writers, directors and editors. This promotes a more inclusive approach to content creation.
  • Does the video context portray or consider a broader understanding of gender (including non-binary) and additional aspects of identity?
  • Do behaviours align with inclusivity? Assess the behaviours of individuals portrayed in the video. Do not limit them based on gender stereotypes.
  • Is there equal screen time for everyone represented? Avoid any disproportionate focus.
  • Are captions inclusive and respectful? If applicable, review any captions or subtitles. Ensure they use gender-inclusive language and do not reinforce gender stereotypes.
  • Is the voice-over inclusive? Review the voice-over script to ensure that it uses inclusive language. Check that it is free from gender biases.
  • Does the music reinforce gender stereotypes? Evaluate the background music to ensure that it does not perpetuate gender stereotypes.

Exercise: transform this video script to have a more gender-inclusive tone

A hypothetical advertisement for toothpaste

Scene: outside, on a running track, boys are running and people are cheering, with female cheerleaders in the front row. A boy, Johny, meets his mother and a man while people congratulate him for the run.

Man: Great race Johny!

Mother: If only you would move that fast when I ask you to brush your teeth.

Johny: Oh mom, I don’t like the toothpaste you get.

Mother: We’ve got to do something about your cavities.

Man: Mrs Wallace, how about Super Toothpaste? Not only does it taste good, but test after test proves it helps fight cavities.

[Change of scene to the man’s office]

Man: In one test, dental scientists compared Super Toothpaste’s formula with the best-known fluoride. Their report published in the Scientific Journal of Dentistry for Children confirmed that Super Toothpaste is unsurpassed in reducing new cavities.

Mother: Well, that means no toothpaste was found better for Johny than Super Toothpaste?

Man: Right.

Mother: And Super Toothpaste ought to stop that breath. Well, Johny, it looks like we area one-toothpaste family again.

[Cut to an image of Super Toothpaste]

Male narrator: Super Toothpaste – the largest-selling anti-cavity toothpaste in the world.

[End of scene]

The following are a few questions to guide you in reviewing this script.

Questions for reflection
  • Does the script show traditional gender roles?
  • Is this a modern family with diverse roles for both parents?
  • Are there specific roles attributed to the female and male adults?
  • Who is providing knowledge / reliable information?
  • Who has concerns about the well-being of the child?