The Aunties launches anonymous messaging tool
The Aunties has launched an anonymous messaging tool to better understand how women, non-binary, and gender diverse people are feeling across the advertising and creative industries.
The Aunties is a not-for-profit mentoring group set up 2021. In partnership with feedback technology company Signals, Auntie Intel is a monthly check-in that collects real-time sentiment from The Aunties’ community of over 2,500 members.
The goal is to gather data on how the community is feeling throughout the year, across pitch patches, school holidays, major events and so on.
Phoebe Sloane, founder Auntie and senior copywriter at Clemenger BBDO, said sharing intel is a mechanism women have used to support and look out for each other “since the dawn of time”.
“We feel incredibly responsible for this, and we want to ensure future information is collected anonymously and stored securely,” she told Mumbrella.
“With the help of Signals, we can guarantee this and create an even safer space to share feedback and insights without fear of retribution.”
The Signals platform is totally anonymous. The monthly check-ins consists of an email or Whatsapp message, to which members respond by a simple thumbs up or down, with the option to elaborate.
The data collected will be analysed and shared in the hope of providing direction for The Aunties to act on.
Chief technology officer at Signals, Danny Bos, said that anonymity is fundamental to building trust.
“It gives people the freedom to speak openly and honestly, without fear of repercussions,” he told Mumbrella. “Our partnership with The Aunties is about creating that safe space – one where women in our industry can share their experiences and be heard in a way that leads to real understanding and change.”
“By regularly publishing aggregated data, we’ll be able to show where progress is being made and where the industry still has work to do. We see this as a powerful step toward building a more inclusive and respectful workplace for everyone,” CEO of Signals, David Keating, told Mumbrella.
The Aunties are welcoming all women, non-binary, and gender diverse people in the advertising and creative industries to get involved.
“…Whether you’ve just started in industry, on mat-leave, freelance or been around for decades, all intel is welcome,” the release said.
The Aunties will also appear at Mumbrella360 in May, with a panel discussion set to spotlight how it uses purposeful troublemaking and creativity to dismantle industry inequity.
The panelists — Abigail Dawson, Abbie Dubin-Rhodin, Phoebe Sloane, Dhivia Pillai, and Sive Buckley — will share tangible, actionable steps that industry leaders, allies, and agencies can adopt to support women and underrepresented groups.
Creative Credits:
Art Direction – Ruby Koco
Design – Georgia Emery
Motion – Amy Smith
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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