TBWA mark International Women’s Day with ‘Take the Lead’ equality push
TBWA has published a new campaign marking International Women’s Day designed to recognise women’s issues as everyone’s issues –particularly in the workplace.
Echoing the theme of ‘A Pledge for Parity’ for the 8 March event the two minute film depicts male TBWA employees reciting quotes from their female peers which were solicited via an anonymous global survey.
This asked women in the advertising industry to voice any issues and prejudices they may have encountered during their own careers.
In a statement TBWA said: “The ‘Take The Lead’ campaign was born out of observations that, despite the recent and welcomed surge of female-focused equality initiatives, our industry continues to lack the critical mass of male counterparts to champion the cause for equality.
“The campaign aims to emphasize both the irony of these sentiments coming from the mouths of men, and more importantly, to underscore the fact that the issues faced by women cannot and should not be challenged or changed by women alone.”
To publicise the equality push TBWA will play the film in all of its regional offices alongside physical and digital posters and banners and a social media presence.
TBWA previously established Project 20/20 which aims to increase the proportion of women in leadership roles to 20 per cent by 2020.