TBWA takes the lead on gender equality

8 March 2016

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TBWA supports gender equality for International Women's Day.

On International Women’s Day 2016, TBWA Worlwide has made women’s issues everyone’s issues by pairing real quotes from women in advertising with their male peers.

The agency launched the campaign after a network-wide initiative to achieve a more balanced representation of women in leadership roles across offices discovered that as long as women’s issues remain women’s issues, only women will care.

The campaign, titled 'Take the Lead', includes a poignant twp-minute film featuring men from around the global TBWA network, from all levels, specialties and backgrounds, reciting quotes from their female peers.

The quotes were solicited through an anonymous global survey in which women in the industry were asked to voice some of the issues and injustices they have faced, or expect to face, throughout their advertising careers.

‘Take The Lead’ is part of a wider 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.

The idea behind the initiative is a move in the right direction for adland. See how other brands are supporting International Women’s Day here.

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