BBDO Asia’s International Women’s Day drive brings clients together to bridge the confidence gap

BBDO Asia has created a digital campaign to help start a conversation around the ‘confidence gap’ or ‘imposter syndrome’, bringing together clients from big brands such as Procter and Gamble (P&G), HP and Johnson & Johnson.

Rebecca Nadilo, head of planning at BBDO Singapore, said: "Despite this topic making headlines, when we asked a selection of people from senior to junior positions in our industry whether this was a topic of conversation among friends or colleagues, the response was a resounding no, despite all admitting experiencing it.

"The fear of appearing vulnerable has held us back from making this a conversation point and by not talking about it, we are made to feel this issue is uniquely our own."

The agency wants to create a conversation online about the issue in time for International Women’s Day on 8 March, though in the video created for the campaign, it is admitted that the confidence gap can be a "genderless" issue.

Jean- Paul Burge, chairman and chief executive at BBDO Asia, added that it was: “An issue that affects all of us but can be particularly damaging for women. International Women’s Day felt like a great launch pad for this and we look forward to getting everyone, men and women everywhere to #ConfrontTheConfidenceGap"

The aim is to create better awareness of confidence issues and to support the video, the agency group will be using channels such as Tumblr and Instagram to encourage two-way dialogue. Deeptha Khanna, vice-president baby care GFO, APAC and emerging markets at Johnson and Johnson, says in the video: “the moment there is acknowledgement, it normalises the issue.”

A poll on the Tumblr had so far been answered by just over 20 people, however, 95 per cent had answered that they had experienced the confidence gap.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.