This is an interesting and in my opinion long over due move by Unilever and there was a good discussion on the Today Programme on Radio 4 about this today. It has taken ownership of the issue and created an interesting debate about it.
I wonder if we have now reached a 'tipping point' and will see more brands follow suit?
It's an interesting challenge for the PR world and how to deal with the media's portrayal of both men and women.
There is still a heavy reliance on celebrity endorsement for many brands which conforms to many of these stereotypes.
The message sent out to its agencies it that the roles women play in its ads must now be broadened to “represent aspirations and wider achievements beyond product-related responsibilities” while their personalities will be more “authentic and three dimensional”.