The One Show
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Category
Out of Home / Billboards & Transit
Annual ID
OS_DM21_009G
About the Work
How Women in Film hijacked Hollywood’s favorite promotion tactic to get women hired during a recession.
After a recession men are almost two times more likely to be rehired than women. Women in Film, an organization dedicated to advocating for women in the screen industries, wanted to make sure the recession resulting from Covid-19 didn’t create significant setbacks for women in Hollywood.
To get women considered for work, Women in Film hijacked Hollywood’s favorite promotion tactic by creating a For Your Consideration campaign. For Your Consideration campaigns are how Hollywood normally promotes movies for awards but we used it to promote women: not for an award, for a job. We created For Your Consideration ads for over 30 female film professionals, using recommendations from celebrities they’d worked with like Spike Lee, Aubrey Plaza and Sir Patrick Stewart. Then, just like a Hollywood studio’s For Your Consideration campaign we put them on billboards all over LA where studio execs were sure to see them.
The women featured in this campaign saw increased traffic on social media and their sites. This wake up call to Hollywood mobilized studios, networks and advertisers to join our movement and donate hundreds of thousands of dollars to make sure women are hired back.
After a recession men are almost two times more likely to be rehired than women. Women in Film, an organization dedicated to advocating for women in the screen industries, wanted to make sure the recession resulting from Covid-19 didn’t create significant setbacks for women in Hollywood.
To get women considered for work, Women in Film hijacked Hollywood’s favorite promotion tactic by creating a For Your Consideration campaign. For Your Consideration campaigns are how Hollywood normally promotes movies for awards but we used it to promote women: not for an award, for a job. We created For Your Consideration ads for over 30 female film professionals, using recommendations from celebrities they’d worked with like Spike Lee, Aubrey Plaza and Sir Patrick Stewart. Then, just like a Hollywood studio’s For Your Consideration campaign we put them on billboards all over LA where studio execs were sure to see them.
The women featured in this campaign saw increased traffic on social media and their sites. This wake up call to Hollywood mobilized studios, networks and advertisers to join our movement and donate hundreds of thousands of dollars to make sure women are hired back.
2021 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Saatchi & Saatchi / New York
Art Director
Preethi Balakrishnan
Chief Creative Officer
Daniel Lobaton
Creative Director
Liz Harrison
Designer
Carlos Velasco
Writer
Kelsey Boylan
Senior Art Director
Katie Schikowski
Account Manager
Anna James
Communications Manager
Katherine Spada
Development Coordinator & Community Lead
Toni-Marie Gallardo
Director of Development
Courtney LaBarge Bell
Director of Operations & Events
Ashley Chrisman
Executive Director
Kirsten Schaffer
Strategic Planning Director
Hyomin Kang
VP, Account Director
Ciara Siegel
Priya Bordia
VP, Digital Strategy
Melissa Hochman
WIF Board President
Amy Baer
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