Timed to International Women’s Day, TBWA has released a campaign that emphasizes "women’s issues as everybody’s issues" with male staffers from across the globe quoting their female peers.
Agency leaders Lee Clow, Jean-Marie Dru and John Hunt are among the nearly 100 men from the network participating in the "Take the Lead" campaign, which features the men reciting quotes from women in the industry about the challenges they face.
The campaign, activated throughout the agency network and on social media today, was designed to raise awareness about the fact that men have an important role to play in the cause for equality. It includes a 2-minute film, physical and digital posters, banners and localized :15 videos and carries the hashtag #takethelead2020.
The quotes were collected through an anonymous global survey the agency conducted asking female industry colleagues to voice some of the issues and injustices they have faced or expect to face throughout their career.
The effort is part of a larger TBWA initiative, "Project 20\20," launched last year, which challenges the agency to increase women in leadership roles across the network by 20% by the year 2020. The initiative is led by Erica Hoholick, president of TBWA\Media Arts Lab, and charges each office with creating awareness, sparking conversations, and making concrete strides towards achieving a more balanced workplace.