The Una de Dos project has recently been published. This initiative is carried out by Más Mujeres Creativas in collaboration with c de c and Diageo.
This project seeks to promote a change in the figure of the creative professional, promoting a more prominent position within the sector.
The goal: One of Two creative directors in 2030. This initiative is a commitment for the entire group and to accelerate that change.
Mónica Moro, president of the Club de Creativos, co-promoter of this initiative: “This initiative is not for women. It concerns us all to be better as a collective, as professionals and as responsible citizens, aware of the undeniable social and cultural impact of our work. The Creatives Club has a firm commitment to diversity and inclusion, which is why it seems essential to us to contribute to an initiative like this one ”.
More than twenty entities have already joined this project and we hope that there will continue to be many more.
The commitment of the brands will be to encourage OneDeDos campaigns to be led by a creative director.
Belén Coca, president of Más Mujeres Creativas affirms that “after more than five years promoting the careers of the youngest creatives, with this new data we saw that our objectives were met at the base and that it was time to intervene at the top of the creative ladder. To do this, we needed to involve and mobilize the most important players in our industry, because only together can we change the invisible inertias that still exist and condition creative careers. Biases, dynamics and stereotypes that prevent us from seeing more women in positions where creative decisions are made. The lack of diversity in these positions is serious, because it conditions the stories we tell and how society is represented from the communication we do “
We continue to experience great inequality between men and women, professionals continue to be held back due to motherhood and work-life balance.
Proof of this is the data on abandonment by age, which in the case of creative women is more pronounced, after 35 years, than in men. Or the fact that, in the advertising sector, 68% of women declare that their careers have been harmed by having children compared to 27% of men. *
In addition to the tremendous salary gap that exists in the advertising sector, 63% of women earn below € 30,000 compared to 35% of men who are below that figure.
51.5% of the base of the creative pyramid are women, but there are only 22% of creative directors, in the last 10 years this figure has only increased 7 points.
These figures and this inequality is serious and that is why we have to join the change between all of us.
We are dedicated to communication and in our industry we have a great capacity to change things through creativity, advertising and the production of advertising films. We do not want to be a reflection in society of this lack of diversity, let’s join the change!
Find more information and join in: https://unadedos.org/
