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Parity and Diversity Committee of 2M launches an award to enhance image of women in ads

Written by FDM

It was about time. The Parity and Diversity Committee of the 2M channel launches the first edition of the Tilila Trophy, to reward the most respectful TV commercial of the image of women.  

The aim of the Tilila award is to make advertisers and communication agencies conscious of the values of gender equality. It is sponsored by the main representatives and major players in the communication and media sector in Morocco: the Union of Communication Consultants (UACC), the Group of Advertisers of Morocco (GAM), and the Ecomédias group.

The application is open to advertisers and agencies wishing to participate in the contest, via the official website

The winner of the Tilila Trophy will be announced at a ceremony held on October 10, 2018 in Casablanca and will win a publicity campaign on the group 2M worth of 1 million dirhams.

The jury is made up of the anthropologist Mohamed Sghir Janjar, the representative of UN Women Maghreb Leïla Rhiwi, the gender expert Rabea Naciri, the CEO of Atlas Bottling Company Adel El Fakir, the writer and director Sonia Terrab, as well as the Tunisian expert in communication and advertising Syrine Cherif.

“The Parity and Diversity Committee was created in 2013 with the mission of fighting stereotypes and clichés in the media of the 2M group. Clichés that are reproduced and broadcast totally unconsciously and automatically in television programs and commercials “, president Khadija Boujanoui explained to HuffPost Morocco.