(b) Encourage the media and advertising agencies to develop specific programmes to raise awareness of the Platform for Action; (c) Encourage gender-sensitive training for media professionals, including media owners and managers, to encourage the creation and use of non-stereotyped, balanced and diverse images of women in the media; (d) Encourage the media to refrain from presenting women as inferior beings and exploiting them as sexual objects and commodities, rather than presenting them as creative human beings, key actors and contributors to and beneficiaries of the process of development; (e) Promote the concept that the sexist stereotypes displayed in the media are gender discriminatory, degrading in nature and offensive; (f) Take effective measures or institute such measures, including appropriate legislation against pornography and the projection of violence against women and children in the media. 244. By the mass media and advertising organizations: (a) Develop, consistent with freedom of expression, professional guidelines and codes of conduct and other forms of self-regulation to promote the presentation of non-stereotyped images of women; (b) Establish, consistent with freedom of expression, professional guidelines and codes of conduct that address violent, degrading or pornographic materials concerning women in the media, including advertising; (c) Develop a gender perspective on all issues of concern to communities, consumers and civil society; (d) Increase women’s participation in decision-making at all levels of the media. 245. By the media, non-governmental organizations and the private sector, in collaboration, as appropriate, with national machinery for the advancement of women: (a) Promote the equal sharing of family responsibilities through media campaigns that emphasize gender equality and non-stereotyped gender roles of women and men within the family and that disseminate information aimed at eliminating spousal and child abuse and all forms of violence against women, including domestic violence; (b) Produce and/or disseminate media materials on women leaders, inter alia, as leaders who bring to their positions of leadership many different life experiences, including but not limited to their experiences in balancing work and family responsibilities, as mothers, as professionals, as managers and as entrepreneurs, to provide role models, particularly to young women; (c) Promote extensive campaigns, making use of public and private educational programmes, to disseminate information about and increase awareness of the human rights of women; -102-