Home » “We Need To Supercharge Our Efforts”: Why 10’s Rod Prosser Joined Fck The Cupcakes’ Board To Fight Misogyny

10 August, 2021

“We Need To Supercharge Our Efforts”: Why 10’s Rod Prosser Joined Fck The Cupcakes’ Board To Fight Misogyny

10 ViacomCBS Australia chief sales officer Rod Prosser has joined the inaugural Fckthecupcakes committee, established to help put an end to casual misogyny in the industry and see better female representation and recognition.

Each committee member is charged with one of the four pillars of the initiative: industry motivation, production, representation, and recognition.

Prosser is involved in the production pillar to help champion the active representation of women in the creative production industry.

Here, Prosser outlines why he has joined the Fckthecupcakes movement and what it means to him:

When I first started in the 90s our industry, like most, was sexist. It was ingrained in our language and our organisational structure, and at the time the opportunity for progression for most women was limited.

Over decades things have improved but there is no doubt there’s still a way to go. Socially this was evident just last year by how women were disproportionately affected economically by COVID.

This year much has come to light of how much appalling workplace behaviour has been part of many of the institutions we thought should have been ‘gold standard’.

Lisa Wilkinson’s interview with Brittany Higgins was shocking and tragic. Her story will help lead an important conversation. By going public Brittany’s courage and bravery will continue to pave the way for profound and necessary change for respect for woman.

That is where our industry has a role to play, we have the ability to shape attitudes.

I feel privileged to work in a company where this is a clear focus and a priority. Our journalists use their voice to make a difference. Our leadership team is aligned on ensuring we practice what we preach. And our organisation globally is making an impact on these issues by leveraging the cultural power of our brands.

But given recent events, we need to supercharge our efforts. We as an industry have more influence than we can imagine, and there is plenty we can do to make historic and long-lasting change.

Personally, I feel very strongly that men in leadership need to do more to champion and advocate for change and this is part of the reason I am thrilled to be part of Fckthecupcakes.

So as an industry let’s get our own house in order and let’s get the message to every household in the country.

It’s time.

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