Love Our Work launches charter to encourage positive discussion on creative work

By AdNews | 15 May 2024

The Love Our Work initiative developed by Innocean Australia and Paper Moose have launched a voluntary industry sharter that aims to foster more positive conversations among creative communities.

Innocean and Paper Moose joined forces last year to take a deep dive into how the industry is interacting with other people’s creative work and its impact on the creators.

More than three quarters of respondents in the Drop the Shade study conducted last year felt that negative feedback was impacting talent retention and discouraging new talent from entering the industry. More than three-quarters (77%) of respondents wanted to remove anonymous commentary from industry publications.

The Love Our Work Charter asks agencies, production companies, trade press and individuals alike to help inject some positivity back into the conversations about the industry’s creative output. 

Paper Moose creative director, Jeremy Willmott, said has seen first hand the impact thoughtless comments can have on someone’s career.

"We’ve created a charter that acts as an ongoing commitment for better behaviour and allows like-minded people to stand in support of this issue," Willmott said.

"Our mission is to drive meaningful, constructive conversations that help make our work better and we’d love the industry to join us."

Innocean CEO, Jasmin Bedir, said the industry is grappling with not just attracting and retaining talent, mental health issues and a lack of inclusivity and diversity, but also fighting for relevance and against decreasing profit margins.

"Toxicity amongst ourselves makes this multi-billion dollar industry smaller," she said.

"I feel like this charter is the perfect public statement from all of us that sets the bar for how we should conduct ourselves. I don’t see how anyone that runs a business in this industry wouldn’t want to support it.”


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