Calling on information and mass media to produce information, educational and recreational programmes aimed at consolidating equality among men and women in the process of development. Helping the media to alter the traditional image of women by furnishing them with examples of women's contribution to economic, social and scientific development. Preparing innovative programmes and utilizing publications to present a positive image of both women and men and the diversified role they are playing in contemporary society. Calling on information and mass media to resist the exploitation of women's image for advertisements and negative concepts.
This strategy features in the framework of Agenda 21 as formulated at UNCED (Rio de Janeiro, 1992), now coordinated by the United Nations Commission on Sustainable Development and implemented through national and local authorities. Agenda 21 recommends programmes to eliminate persistent negative images, stereotypes, attitudes and prejudice against women through changes in socialization patterns, the media, advertising, and formal and non-formal education.