Jordan Williams and Dan Mitchell of Sunderland Uni, Advertising and Design course have won the Creative Circle and Creative Equals student competition with their billboard, ‘#WorkToGetHer’. The work – judged by Group Chief Creative Officer Justin Tindall of M&C Saatchi London – was the pick of hundreds of entries from across the country’s ad schools.
"With our Young Creative Council survey, Creative Equals revealed 50% of young female creatives said they were already considering leaving the industry because of low wages and living conditions, while 60% said they felt they couldn’t stay with a young family; 88% also said they had no role models to follow. #WorkToGetHer is a direct call to agencies to change their policies and working culture to attract and retain female creative talent," says Ali Hanan, CEO and founder of Creative Equals, an non-profit organisation driving gender equality across the creative industry.
"Right now," says Jeremy Green, CEO of Creative Circle, "very few women make it through to creative director and executive creative director roles, so we’re proud to work with Creative Equals to help make change happen. We believe it’s an industry-wide issue which everyone needs to get behind, which is also why this message also works: we need to ‘work together’."
The 48-sheet poster is running this week leading up to the Creative Circle Ball at tomorrow night, April (28 April). Primesight and Kinetic have kindly donated the poster space.
Justin Tindall, Group Chief Creative Officer of M&C Saatchi says: "This work stood out because of its simplicity and Social potential. It’s also a clear call to action for the industry to join forces and make change happen."
Creative Equals partner and FCB Inferno Creative Director, Becky McOwen-Banks, says: "Studies show diverse teams create better creative work, which in turn drives better business. With more female talent in the business, creative work will be put through a female lens, which will create more effective advertising for our large, powerful female consumer audience."
FIVE WAYS TO GET HER – AND KEEP HER
1. Move every female creative talent in the industry now up one rung and pick up young talent faster.
2. Give every female creative tools, sponsors, mentors and training they need to stay and do the award-winning work.
3. Change work culture and environments starting with family friendly policies ending with gender neutral PDR reviews and everything in between.
4. Create a pro-active action gender neutral hiring stage, hiring women based on their potential.
5. Create a gender neutral judging stage with work judged through split gender lenses.