Marketing & the Marginalized Work & Wellbeing Business Leadership

Adland joins forces ‘for the woman’ to spotlight top female role models


By Ellen Ormesher | Reporter

March 16, 2022 | 4 min read

The Women’s Association has launched the second annual ‘For The Woman’ campaign, joining forces with eight companies operating in the creative communications industry.

McCann London, Craft London, Mother, Oliver, Taboola, Kekst CNC and Inkpact, alongside Buro Happold, all look to raise the visibility of women across the industry and show that there is no one blueprint for success or any single ideal of a female role model.

women at work

‘For The Woman’ aims to raise visibility of women across the full spectrum of industry / Images via The Women’s Association


Deborah Williams, founder of The Women’s Association, said: “I’m a strong believer in the mantra that seeing is believing. For years women have been fighting for our right to dream freely, and while the prevailing narrative of a woman’s role has over time evolved from household duties to industry leaders, there’s still a limited image of what constitutes female success in our society, and what women can aspire to do or be.”

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The ‘For The Woman’ series sets out to widen this perspective for women today and the next generation. Starting in 2021, Series 1 saw participants from Museum of London, The British Army, Paragon Bank, The WOW Foundation, Alfa, Savanta and Columbia Threadneedle. This year, 80 women from eight companies across the advertising, communications, engineering and consultancy sectors have taken part to create an inspiring portraiture campaign, spotlighting each woman’s individual role.


Williams continued: “From this campaign I want girls to know that your dreams should not be dependent upon what society seems to dictate a woman’s role should be, because that’s all we ever see. I started this work because of a focus group I had with girls back in 2018 where they spoke about the pressures of needing to be a CEO or a boss someday, and if they didn’t aspire to become that then they weren’t dreaming big or being truly ambitious. Celebrating relatable and diverse role models is the first step to change that perception.”

The campaign and teaser film, photographed by five women – Bella Neale, Leonie Isaac, Victoria Adeyinka, Stony Johnson and Laurie Fletcher – and filmed by Nathan Theys respectively, with production and design support from McCann London and Craft, launches this week across social channels.

The campaign marks the beginning of The Women’s Association’s partnership with McCann London and McCann Worldgroup, who are taking part in this year’s Executive Challenge – a mentorship program that gives girls between the ages of 12 and 17 the opportunity to learn about life as an executive and gain access into the corporate world – and supporting the organization with ongoing creative, production and strategic collaboration.

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