Time for some #truthbombs. Women make up 68% of the voluntary sector workforce, but only one in five chairs of third-sector boards is a woman. In the UK corporate sector, there are only seven female FTSE CEO chairs, and women hold only 23% of boardroom roles.
If this is not grim enough, the gender pay gap in London is the largest in the country and women in London earn an average of 14.6 percent less per hour. In 2018, this is an unacceptable situation. Talented women are being held back, and it’s to the detriment of us all. The evidence shows companies with more women in leadership positions are more profitable and perform better.
It’s safe to say that women (particularly in London) face unacceptable barriers to career progression. London agency Cavalier helped The Mayor of London launch a city-wide leadership scheme by taking over the central London Knightsbridge Tube Station and directing men to use the escalator and women to take the stairs. The film is a poignant metaphor to show that the route to the top for women is both slower and more difficult to climb, and calls out the statistics that underpin the message.
Our Time is seizing the moment to tackle gender inequality in the workplace and break down the social and cultural barriers that prevent women from reaching the top. The initiative is part of the Mayor’s #BehindEveryGreatCity campaign to tackle gender inequality in London. The leadership programme will also be a model for organisations and businesses across London to follow, with a toolkit for employers in the works.
Cavalier turned the campaign around in just five days, from conception to delivery, with the production aided by the fantastic staff at the Greater London Authority and Transport for London. The film was shot covertly, with commuters utterly unaware of the important message they helped communicate.
Campaign title: Behind Every Great City
Client’s name and job title: Sadiq Khan, The Mayor of London
Creative Agency: Cavalier
Creative Director: Adam Townsend
Senior Creative: Livi Leviten
Director: Josh Cawthorn
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