AUCKLAND, Today: Workplaces are being called on to take a hard look at unconscious gender bias and make simple, thoughtful, positive changes as International Women’s Day on Friday 8 March rallies global – and NZ – businesses with a campaign that urges women to #balanceforbetter.
Champions for Change, a group of 53 influential ceos and chairs, are taking the lead on driving diversity and inclusion in Kiwi workplaces by spearheading an advertising campaign in collaboration with Saatchi & Saatchi New Zealand and production company Eight.
The It’s Not That Hard campaign is a collection of short tongue-in-cheek videos, radio ads, print ads and workplace collateral intended to encourage people to question whether they do in fact have a bias, and then demonstrate that overcoming it is as easy as removing gender from the equation.
David McLean, Westpac NZ ceo and founding member of Champions for Change, says, “This is a group committed to accelerating diverse leadership in New Zealand; and central to that goal are the workplace environments that we as leaders create.
“The problem with unconscious bias is inherent in its name – we just don’t know we have it!”
“Every one of us has built-in biases that can lead us to make unfair assumptions, no matter how well-intentioned we might be. This campaign highlights some of the ways those unconscious biases can impact our workplace, so that together we can address and overcome them.”
Saatchi NZ MD Paul Wilson acknowledged that while many people have come a long way in recent turbulent times, under a microscope on gender issues, the campaign is intended to ignite both introspection as well as conversation.
“The problem with unconscious bias is inherent in its name – we just don’t know we have it, and many are still unwittingly holding onto traditional perceptions of gender roles,” he said.
Mr Wilson. “The #MeToo movement has created a tipping point for gender equality and this campaign portrays how frustratingly simple it is to eliminate unconscious bias in everyday workplace situations. It’s just so bloody obvious.”
Studies show that companies that have a balanced representation of women in senior leadership positions experience higher revenue, increased growth and generally outperform in their market, yet complete parity in the workplace is still a goal to strive for. By eliminating unconscious bias, companies can concentrate on identifying the most competent candidates for the role based on merit.
Transpower ceo Alison Andrew says, “Overcoming unconscious discrimination is critical to creating diverse, inclusive and high-performing workplaces.
“As a business we want to intentionally encourage people to speak up and participate, so it’s important to bring conversations about overcoming unconscious bias into our everyday working lives.”
Check out the videos and radio ad:
- https://bit.ly/2C3gSzB (lead video)
- https://bit.ly/2SMJW3V
- https://bit.ly/2IUNgKJ
- https://bit.ly/2ETUhrn
- https://bit.ly/2H5HRPr
- https://bit.ly/2C8boUB
The full page press ad featured at the top of this page will appear in the New Zealand Herald on Friday 8 March to coincide with International Women’s Day.
And there are two radio spots running across all MediaWorks radio stations in all nine NZ regions from Friday 8 March
CREDITS
Client: Global Women
Creative Agency: Saatchi & Saatchi New Zealand
Production Company: Eight
Director: Corey Chalmers
Sound Design: Franklin Rd
Media Agency: Starcom
Saatchi & Saatchi New Zealand
Chief Creative Officer: Toby Talbot
Managing Director: Paul Wilson
Creative Directors: Kristal Knight & Jordan Sky
Copy Writer: Josh Thompson
Art Director: Jake Blood
Illustrator: Lorenz Perry
Account Director: Kate Gyde
Head of Digital and Content: Amanda Chambers
Head of PR, Social & Business Development: Isobel Kerr-Newell
Public Relations: Alice McKay
Finished Art: Shane Kelly and Nina Weil
TV Producer: Fern Holloway
Digital Producer: Celine Giovanni
Editor: Zayd Nasir
Global Women Credits
Chief Executive Officer: Miranda Burdon
Communications Manager: Annabel Coxon
Programme Manager: Aleisha Coote
Starcom Media
Chief Executive Officer: Alistair Jamison
Media Planner/Buyer: Nick Hawkins
Production: Eight
Director: Corey Chalmers
Managing Director: Katie Millington
Production Manager: Emily Thompson
Prod Coordinator: Antalya Atkinson
Prod Runner: Sophie Hambleton
1st Assistant Director: Louise Spraggon
Director of Photography: Meg White
1st Assistant Camera: Richard Elworthy
Colourist: Pete Ritchie
Vid Split/DIT: Nathan Dunlop
Sound: Craig Perry
Grip/Gaffer: Karl Saunders
Grip/Gaffer Assist: Ben Granger
Art Director: Angus Kerr
Wardrobe: Tinielle Kerwin
Hair & Make Up: Vada – Leo
Safety: Rob McKenzie
Editor: Alex O’Shaugnessy
About Champions for Change
Champions for Change is an initiative that brings together leading chairs and ceos to advance inclusion and diversity in Aotearoa New Zealand, through individual leadership and collective impact. Champions come together to share challenges, solutions and achievements. By sharing experiences, Champions enable innovation and faster up-take of programmes and policies that work. Champions …
- Speak out through their own channels, social media and traditional media about the benefits of inclusion and diversity
- Hold themselves and each other accountable for progress
- Implement policies to encourage inclusive and flexible workplaces
- Invest in diverse talent pools to increase leadership capability.
About Global Women
Global Women encourages diversity in leadership in Aotearoa New Zealand through promoting, encouraging and facilitating the development of New Zealand women. Our dream is for New Zealand to be the best country to live, work and play in; a prosperous nation underpinned by diverse leadership.
We are proud to partner with and support some of New Zealand’s most ambitious organisations, representing more than 100,000 employees. We have over 300 members, each one recognised for her ability to influence and impact, advocate for diversity, equality and leadership. Our leadership programmes have accelerated the careers of over 400 women. We also provide research, information and advice for those who wish to join us in speaking out for positive change.
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