Throwing off its apparent dowdy reputation, the UK’s The Chartered Management Institute (CMI) has unveiled a tongue-in-cheek campaign just in time for International Women’s Day.
Enlisting the help of comedians Stevie Martin and Thom Tuck, the spot titled “Gender Inequality: A How-To Guide” highlights how throw away comments in an office are very often casual sexism.
The campaign is the work of London agency TMW Unlimited and follows on from work down by the CMI into the gender pay gap in the UK. Check out the amusing spot below:
Commenting on the ad, TMW Unlimited senior strategic planner Jen Cownie said: “In the last year, conversations about gender inequality and power imbalances in workplaces have, rightly, gained momentum in the media and high-profile industries.
“We wanted to create something which could show how those big issues – the pay gaps and workplace sexual harassment – are built on smaller actions: the everyday experiences that are often dismissed as ‘normal,’ or which people don’t challenge because they’re afraid that they’ll be seen as making a fuss or being oversensitive.”
“By flipping the narrative in this film, we’re highlighting the absurdity of some of these all-too-familiar situations, and using humour to encourage managers across all industries to call them out when they occur,” Cownie said.
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