WOHAN Advocates for Gender Inclusion and Challenges Stereotypes in Out-of-Home Advertising
In a powerful commemoration of this year's International Women's Day, the Women in Out-of-Home Advertising Network (WOHAN) has issued a strong call for gender inclusion while cautioning against persistent stereotypes within the out-of-home advertising industry in Nigeria. The event, themed 'Give to gain-empower her elevate all,' served as a platform to underscore the undeniable and rising influence of women across various sectors, moving beyond mere representation to tangible leadership and innovation.
Dismantling Myths and Highlighting Women's Achievements
Keynote speaker Bunmi Oke, Chief Executive Officer of Ladybird Advertising, emphasized the urgent need to dismantle enduring myths about women both globally and locally. She addressed outdated assumptions that limit women's roles in leadership, science, and politics, as well as local stereotypes that confine Nigerian women to domestic duties. Oke presented compelling evidence to counter these narratives, stating, "Nigerian women are highly educated, entrepreneurial, politically engaged, and technologically proficient. They are leading businesses, shaping policy frameworks, and driving innovation across sectors."
Her speech highlighted how women are redefining power with a more inclusive and adaptive style, driven by visibility, voice, collaboration, and leadership. This shift is not just about participation but about delivering measurable impact and influencing strategic decisions.
Women's Impact and the Need for Proactive Engagement
Tolulope Medebem, President of the Experiential Marketers Association of Nigeria (EXMAN), echoed these sentiments, noting that competence is speaking louder than bias today. She pointed out that women are not only participating in the industry but are also delivering significant results, moving from execution roles to positions of influence and decision-making. Medebem added, "Women must also be willing to step forward. Despite any odds, it seems that women decline opportunities because they think they are not ready yet. If they keep waiting to be ready, they may keep waiting forever."
She commended the out-of-home advertising sector for its strong representation of women-led businesses, describing it as both encouraging and instructive for the wider marketing communications ecosystem. This recognition underscores the sector's progress in fostering gender diversity and inclusion.
Holistic Approach to Women's Success
WOHAN chairperson Adeola Odesanya contributed to the discussion by emphasizing that women bring care, accountability, and wholeness to the table. The conversations also extended to topics of wholesomeness and wellbeing, with a focus on health as a critical component of sustained success.
Medical Director and Chief Executive Officer of Orile Agege Lagos General Hospital, Oluyemi Taiwo, stressed that health is often overlooked but should be reframed as essential infrastructure. He observed that health directly impacts energy, productivity, confidence, and longevity, noting an alarming trend where women spend a significant portion of their lives in poor health. This has far-reaching economic and societal consequences, highlighting the need for a holistic approach to women's empowerment that includes physical and mental wellbeing.
The event concluded with a collective call to action, urging stakeholders in the advertising industry and beyond to actively support gender inclusion, challenge stereotypes, and create environments where women can thrive without limitations. By fostering collaboration and leadership, WOHAN aims to elevate the role of women in shaping Nigeria's future across all sectors.
