Closing the gender gap at Christmas with SheSays’ 'I Am Reindeer' campaign

I Am Reindeer initiative by SheSays / Dunja Opalko

Global creative network for women SheSays has unveiled a Christmas campaign, 'I Am Reindeer', to raise the profile of creative women in the industry by breaking down gender assumptions, starting with Santa's reindeer.

"Everyone assumes Rudolph is male. She’s not. In fact, all the Christmas reindeer are female," the strapline reads.

This is because only female reindeer have antlers at Christmas, according to Edinburgh University professors Gerald Lincoln and David Baird. SheSays is using this fun fact as the basis of its Christmas campaign, dispelling myths about cultural trends in order to shine a spotlight on women across the creative industries.

The campaign was open to nominations from 21 November for rising female creatives, and in five days received over 80 nominations, the network said. A total of nine women were chosen by the SheSays London team, to match the number of reindeer steering Santa’s slay. The nine were invited to a photoshoot to don the reindeer antlers.

The aim is to raise the profile of the nine creative women to help them rise to the top of an industry "currently dominated by males” SheSays said.

Laura Jordan Bambach, SheSays co-founder and Mr President creative partner, added: “With I Am Reindeer we are showcasing the rising stars and giving them the fame they deserve. We were blown away by the success of the campaign, the entries are incredible and showed the strength of female creative in the UK.”

The campaign was created by Casey Bird from SheSays and David Finch, Mark Teece and Emma Townley from Chemistry London. To find out more about the winners, visit iamreindeer.com.

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