Time To Erase Gender Stereotypes And Make Gender Prejudice Disappear

Lifetime (Astro Ch 709 HD) celebrates International Women’s Day by spotlighting women in the workplace through a social experiment with a simple question and a poignant message – who do you think of, when told to identify “the boss”?

Despite today’s open society, the glass ceiling is yet to be broken. Gender equality remains a pressing issue in Asia, with women being underpaid and under-represented in leadership roles and in the workforce.

In Malaysia, the struggle is just as real – with 40% of women reporting that they have personally experienced job discrimination due to pregnancy, and only 27% of Malaysians agree that women in Malaysia are treated equally in the workplace.

Lifetime sets out to see if these gender stereotypes hold true and the social experiment centres around unsuspecting participants who were tasked to identify the real boss from three executives, and captures the candid reactions of the six men and women of different ages.

Through this experiment, Lifetime seeks to remind our audiences that the fight for gender equality needs to go on, and to inspire women across Asia on the power of possibilities.

The spot is now airing across Asia in 14 territories where Lifetime is available, as well as running on the channel’s Facebook, Instagram accounts and website.

Watch it here:

 

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