One week on from International Women’s Day charity Inspiring the Future has set out to reveal the reality of gender stereotyping.
Working with MullenLowe London, ‘Redraw the Balance’ asked school children aged between five and seven to draw a firefighter, a surgeon and fighter pilot – 61 pictures drawn were men and only five were female.
Russell Hobby, general secretary of the National Association of Head Teachers (NAHT), explains: “The project opens up the world of work to children – right at the age of where they are beginning to develop their aspiration and ambitions. It helps to break down gender stereotypes and preconceptions, improving life chances, especially for those living in areas of deprivation.”
Richard Denney, executive creative director at MullenLowe London, adds: “It’s our responsibility as working professionals, as well as educators, to encourage and inspire young minds that the majority of jobs and roles today are available for women, and not just men. These young minds are our future.”
The charity is urging people to share with friends and colleagues to raise awareness of how much needs to be done to tackle gender stereotyping.
Agency: MullenLowe London
Chief Creative Officer: Dave Henderson
Executive Creative Director: Richard Denney
Senior Creative Team: Katrina Encanto, Edgar Galang
Additional Credits: Account Director: Isobel Dighe
Agency Producer: Lucy Jay
Agency Designer: Ryan Self
Agency Editor: Martin Bridge
Production Company: Burger
Director: Matt Huntley
Producer: Alan Traquair
Line Producer: Simon Brooksbank
DOP: Tom Wright
Editor: Jack Foxton
Post Production: Unit
Audio Post Production: Unit
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