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Ad of the Day: Inspiring the Future - Redraw the balance

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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