‘Time to call for change and celebrate acts of courage’

11-03-2015 (07:50) - Gastcolumn

In the light of the annual International Women’s Day, we’re going to act according to the United Nations in saying: ‘International Women’s Day is a time to reflect on progress made, to call for change and to celebrate acts of courage and determination by ordinary women who have played an extraordinary role in the history of their countries and communities.’
 
So let’s start with reflecting on progress made, because this year did indeed see some positive steps in the right direction. The most recent example is the launch of Cannes Lions’ Glass Lion: the much welcomed Lion for Change. The new award specifically recognises work that challenges gender bias and shatters stereotypical images of men and women which, unfortunately, remain heavily rooted in marketing messages.
 
This award reflects a muscle in the ad industry that is growing strength to confront and demolish the gender stereotypes that some advertising clings to. We at Orange Lions are encouraged to see such strong advances being taken by the industry's most influential powerhouse.
 
Personally I very much applaud this. Not only as an Orange Lions ambassador, or as a young woman, but also simply because initiatives like these are essential in pushing our industry forward. As a citizen of ‘Adland’, I’m cheering for anything that rallies the forces to think outside the box, takes responsibility for how marketing actively shapes culture and commits to positively impact the course of communications.
 
Which leads us on to a call for change. Despite clear efforts to encourage a better balance and support for women in the industry, we’re still not there. All too often in Adland, you will find yourself in an oestrogen-free zone. Analysis carried out by Cannes Lions found that women in creative roles under the age of 28 make up 15 per cent of festival delegates, while those over the age of 28 make up just four per cent – a figure that closely matches the statistic that just three per cent of creative directors worldwide are female.
 
We at FinchFactor set up the Amsterdam chapter of SheSays, a global creative network for women, and it has been fantastic to be part of organising the first Amsterdam events championing the development and support of women in digital, marketing and advertising. For our next event, ‘Be Afraid. Be Very Afraid’, we are very literally taking the UN’s encouragement to ‘celebrate acts of courage’. Join us for an honest discussion on where fighting cowardice and fear with boldness and bravery can lead - both personally and professionally.
 
Why? Because as we all know, change doesn’t come easily. Let’s keep on moving. It goes without saying that this is not just something that is good for women – it’s good for all of us.
 
In juni is het weer tijd voor de Cannes Lions. In de maanden naar het festival toe zullen de ambassadeurs van de OrangeLions, juryleden en andere gastschrijvers hun licht schijnen op reclame, marketing en design en vooral: wat kunnen de Nederlandse creatieven in Cannes bereiken? We trappen af met Ine Kim, Orange Lions Ambassadeur en Communications Executive bij FinchFactor. 

Ine Kim, Orange Lions Ambassador & Communications Executive at FinchFactor

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