Carat Celebrate International Women’s Day 2016
Today Carat are celebrating International Women’s Day, and the UN theme for 2016, ‘Pledge for Parity’, in the office, across donated outdoor media spaces in central London and on social media.
As Dentsu Aegis UK and Ireland CEO, Tracy De Groose said, “International Women’s Day is a chance to celebrate women everywhere and the contribution they make to society. It is also time to pause to reflect on the role we all play in encouraging greater gender diversity; to challenge ourselves to be more aware of our unconscious bias and to hit the ‘reset button’ on the stereotypes that have existed for far too long.”
De Groose wrote an open letter to her young sons for Campaign magazine, calling for all of us to ‘be more Jedi’. You can read the letter here.
A team of volunteers from several different Dentsu Aegis companies have worked together to imagine and deliver five items to celebrate the day.
First, the committee found we’d been guilty of unconscious bias: all six of the shared meeting rooms at 10 Triton Street were named after media pioneers, but all were male. The team worked together to have them rebranded in honour of six incredible women instead. The wraps were designed by AMC. A company-wide vote will be held in a month’s time to choose the permanent six meeting room namesakes.
Next, The Story Lab designed a campaign featuring employees (both women and men) sharing what #PledgeForParity means for them. And, thanks to Posterscope, the creative is being featured on prominent Out Of Home (OOH) sites in central London including the Euston flyover, at Euston Square and at Warren Street tube station.
Then, here at 10 Triton Street, PSLive arranged for a photo booth and are inviting people to take photos for their social media channels to celebrate their female heroes or wonderful women on their teams or in their lives.
And finally, all the Dentsu Aegis UK and Ireland brands are using #IWDDAN on social media to Tweet about the women who have inspired us. The social media activity is being aggregated and displayed on digital dashboards in several offices.