April 10th 2025

Three Things on a Thursday: Smashing stereotypes

BITE’s fortnightly round up of the most read articles on the Creativebrief platform underline the power of challenging the status quo.

Georgie Moreton

Deputy Editor, BITE Creativebrief

Stereotypes are harmful because they stop people from achieving their full potential. Shining a light on stereotypes, going against the grain and challenging the status quo helps to broaden horizons.

Creativity can be fuel to help stop defining people by what stereotypes say they cannot do. A truth underlined by the work this week which has successfully subverted stereotypes.

In a world of generalisations and assumptions, Autistica and House337 use humour to poke fun at harmful, lazy assumptions to challenge people to think differently. While Vodafone has put female athletes front and center to spotlight the achievement of the Women’s Six Nations rugby teams.

Campaigns that make audiences feel seen and understood build long-term loyalty. Challenging people to think differently contributes to a world where people understand one another better. This week’s most read articles underline the power of going against the grain and smashing category norms to stand out in a crowded market.

Autistica and House 337 smash stereotypes surrounding autism

In honour of World Autism Acceptance Month, Autistica has launched a new campaign with the help of House337 that shines a light on some common misconceptions surrounding autism.

Despite a growing awareness of autism, outdated assumptions and myths still shape how society sees autistic people. This new, humourous campaign sees Autistica poke fun at stereotypes. Moving beyond passive awareness raising, the campaign pokes, prods, and playfully challenges the status quo.

“Too many autistic people are misunderstood because of outdated stereotypes. This campaign challenges those misconceptions head-on and helps the public see autistic people as individuals with unique perspectives and strengths,” explains Analiese Jackson, Director of External Affairs at Autistica.

Inviting people to challenge their own biases, Autistica uses humour to point out the laziness in harmful stereotypes. Shining a light on assumptions and misconceptions, the campaign aims to spark meaningful conversations and shift perceptions.

House 337:: click here to read

Vodafone UK and Roman Kemp launch women's rugby social campaign

Ahead of the Women’s Six Nations Championship, Vodafone UK has teamed up with Roman Kemp to shine a light on women’s rugby and challenge stereotypes.

The new social series, created with the help of We Are Social, sees Kemp take on the Wales and Scotland Women’s Six Nations teams in a series of rugby-based challenges. Kemp is put to the test, undertaking challenges alongside the athletes in speed, pass accuracy and even a crossbar challenge. Showcasing the team’s personality and incredible skill, the series shines a light on the calibre of female athletes.

By elevating the talent that exists in the game through personable social content, the series aims to tackle stereotypes and shine a light on the sport in a pivotal time for women’s rugby.

We Are Social:: click here to read

Malibu shuns overworking by clocking off with Brian Cox

For people in the advertising industry it will come as no surprise that research from Malibu has uncovered that 84% of workers state they have felt the pressure to work overtime. Instead of letting overworking be a badge of honor, Malibu has enlisted boss Brian Cox to front their campaign encouraging people to clock off and enjoy the sunshine.

Created with the help of Wieden+Kennedy London, the spot sees Cox, known for his roles playing a tyrannical boss, swap the boardroom for the beachside boulevard. As soon as one minute past 5 hits, Cox is on his rollerskaters rolling toward a Piña Colada. And, he’s encouraging others to do the same.

"Contrary to the characters I play, I’m all about celebrating the enjoyment of life and taking time off for the people and things that matter. In some roles I was consumed by work, control, and power, and never knew when to clock off. But the reality is, we all need to disconnect if we want to enjoy what life has to offer,” says Cox.

Going against the grain by shunning the grind, the campaign empowers audiences to down tools and do what they enjoy.