世界广告主联合会（WFA）：2022年媒体策划与购买多样性和代表性指南（中译版）（28页）.pdf

1、1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutDiversity&RepresentationFocus on media planning&buying1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutCreated by the WFA Div

2、ersity Taskforce,supported by:IntroductionJust as important as the messages we put out,is where they show up.Advertisers media planning&buying choices can play a significant role in supporting diversity andinclusion in the mainstream media landscape.And conversely,they can also have,often unintentio

3、nally,a negative impact too.Delivering scale against wide-ranging,diverse consumer bases is rarely a challenge in itself(thanks tomainstream media)but there are substantial opportunities to build more nuanced relevance and fund aricher media ecosystem.Decisions that advertisers take can heavily impa

4、ct the platforms,publicationsor editorial that gets funded(or not),which in turn plays a key role in shaping the overall medialandscape.There are clear Diversity,Equity and Inclusion(DEI)opportunities for advertisers to consider withintheir media choices.These include working with minority-owned and

5、 operated media vendors,helpingto fund narratives and people that are breaking new grounds and empowering community inclusion anddiversity,as well as taking steps to prevent the funding of hate speech and misinformation,withoutblocking positive voices that represent diverse communities.The goal of t

6、his guide is to help advertisers build media plans that are representative of todays society,as well as play a role in building a media ecosystem where diverse voices thrive.Isabel MasseyGlobal Media Director,DiageoJerry DaykinWFA Diversity Ambassador1234IntroductionInclusive Audience PlanningSuppor