TBWA today launched its new campaign for International Women’s Day, ‘Take the Lead’, which challenges the agency’s male staff to better understand the professional and personal issues faced by women.
The campaign shows male staff talking about women’s issues such as pay, confidence and maternity leave. Their words were sourced from an anonymous survey of female employees from within TBWA.
‘Take the Lead’ was designed promote awareness of equality initiatives, and the lack of support women receive from their male counterparts.
‘Take The Lead’ is part of a larger TBWA initiative, Project 20\20, which launched in 2015 with the aim of increasing the percentage of women in leadership roles across the TBWA network by 20% by the year 2020.
TBWA Worldwide CEO Troy Ruhanen, stated: “Each of us – men and women alike – have a vested interested in achieving equality and progress in the workplace.”
“Issues like work life balance, salary parity – these affect each and every one of us, and if we aren’t acting together to find a solution, we are only perpetuating the problem.
“At TBWA, we’ve challenged our offices to make this a priority, and ‘Take The Lead’ is the perfect way to commit to our people and our clients that we will have a company that focused on the future.”
Erica Hoholick, president, TBWA\Media Arts Lab, said: “This campaign is not about women ‘needing’ male voices in order to be heard.”
“It’s about recognising the need to disrupt the cycle of ‘women, talking to women, about women’ because that isn’t working. We have to get both men and women on board and taking real action to create real change. The future of our industry depends on it.”