Can men be strong advocates for true gender equality in the workplace?
Unleash your creativity!
Taking an image from a bank, representing people in their workplace and adding a tagline will not be enough for you to win! P&G knows how to do this kind of communication already and it is not why they came to you!
Don't forget to read carefully the bad example given in the brief! Think out-of-the-box and be original!
Your poster does not have to take place in an office and it does not have to feature workers!
Although research shows that teams composed of men and women (“diverse teams”) are more creative, more pleasant, and perform more effectively, there are real barriers for women as they move up the corporate ladder particularly in more traditional manufacturing and operational organizations.
Women feel it’s harder for them to get good jobs and promotions, and this sentiment reflects the statistical reality as women represent only 20-30% of the workforce and have less than their fair share of promotions, yet only 20% of men believe women have fewer career opportunities than men today. Men want to be supportive and 78% say they want equality in the workplace, but only 20% are actively involved in making this a reality.
That’s a pretty big challenge. P&G, a global manufacturer of family, personal and household care products and which owns brands like Ariel, Pampers, Gillette, Oral-B, Downy and Always, believes that men and women should both be active advocates and stakeholders driving this change.
P&G, as an employer, is also committed to promote gender diversity in the workplace.
How does it do that? P&G’s Product Supply organization is made up of 25,000 employees in Europe, India, Middle East and Africa. This organization runs all the operations required for making P&G products, including production, engineering, purchases, quality and supply chain management for all P&G sites.
P&G seeks to value its diverse workforce, it treats people with respect. It wants people to adapt to and embrace the cultures in which they live and work. It wants to be ahead of the game. Within this philosophy, it has a strong commitment to gender equality. It has created a program that supports the development of women across all regions through learning and career development programs. P&G Diversity Program’s core message is “Everyone valued. Everyone included. Everyone performing at their peakTM”.
P&G looks at how to empower women by developing systems and networks to support their development and progression. These networks support women as a minority and help address barriers a woman may face in the workplace or with her work/life balance.
After more than twenty years of gender equality actions, the message has become a bit tired. More and more men think gender equality is no longer an issue.
P&G believes “Everyone valued. Everyone included. Everyone performing at their peakTM” is genuinely good for everyone. With men representing over 70% of P&G product supply, it is essential that men understand the issue and step up to actively develope, promote and support men and women equally.
We need your ideas to get P&G male Managers in Europe, India, Middle East and Africa actively working as advocates and role models in creating the fully inclusive diverse culture where men and women can both perform at their peak. The business case for gender diversity and equality is convincing, and it’s just the right thing to do in 2016.
Through an impactful poster aimed at male managers, bring to life the message that “everyone valued and performing at their peak” is good for BOTH women and men.
Across all regions, departments and teams, P&G is looking for new ways to communicate the message that “gender equality is truly good for everyone, it is not a women’s program”.
When looking at your poster, men should think: “that’s right, it really is my role to support equality and gender diversity at all levels of the organization.”
The ideal entry will be one that brings to life the key message in a way in which men & women feel they are working on the same team, not in opposition or competition with each other. We have all heard the statements of intent, so your ideas should be creative, fresh & smart.
Your poster should have an idea that is “campaignable”, that means that it is stimulation which is deep and broad enough for P&G to expand on the idea and extend it for further campaigns.
Your key audience is 28-45 year-old male managers who work at P&G in all types of operations supporting production and supply. They manage and hire people. The majority think gender equality is obviously a good idea, however it goes without saying and no longer an issue. When working with women, they may make well-intended assumptions about what women can and should be prepared to do; this can lead to slower progression or even boredom for their female co-workers and even to them leaving the company. Changing unconscious biases is challenging because the male managers don’t realize they make such assumptions, or don’t realize that many women don’t share their view of what they can or should do. We do not want to blame men for the past; we want to enlist them and get their active help, to reach the shared goal of gender equality at every level of the workforce.
We’re expecting impactful posters consisting of a strong visual and a tagline.
Along with your poster, we’re asking you to tell us about your creative concept, your story behind the image. Explain how you think it will convince men to step up and become advocates for everyone in their company.
The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.
A good idea would be one which challenges the idea of what men and women contribute to most often and how they deliver more together, helping each other. I.e. a woman engineer getting a line running together with her male counterparts’; a man at the school gates cracking the next big problem as he thinks out of the box when he is not in the workplace.
A good idea might be one which shows what a workplace used to look like – i.e. all male and similar looking and what it looks like today (diverse and mixed) and how this is better.
A bad idea could be showing two women and two men talking in the office and smiling. The tagline says: “Workplace gender equality matters to everyone!” It doesn’t tell a powerful story and it doesn’t resonate with our target audience, therefore, it’s a bad idea.
- #1 Prize €3,000
- #2 Prize €1,500
- #3 Prize €500
PDF with visual and text (2 pages max.)
• First page: Visual + Tagline
• Second page: Explanations
We’re looking for fresh ideas that could be expanded on to develop further communications. The winning entries need to tell a story strong enough to resonate with the target audience and to stimulate a discussion.
Guidelines for this contest
- This initiative is inspired by the movement “HeForShe” and the speech of Emma Watson at the UN in 2014.
- Don’t polarize or denigrate men. The scope is not about men fighting against or competing with women. It’s about leveraging our diversity to generate creativity, better results and happiness at work!
- Avoid male/ female stereotypes in order not to turn people off.
- Please don’t use the stereotype of women caring about the children and men not; this is very polarizing.
- We only accept entries in English.
- Please use high resolution images.
- Authorizations and licenses to use protected elements (incl. music, photos..) must include at least: (i) the right to incorporate the protected elements in new works that are derived or based upon these elements, (ii) the right to use for commercial purposes and (iii) the right to use on the Internet. You must be able to provide a written proof of these authorizations and licenses at any time.
eYeka standard guidelines
- Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
- Keep the source files / working files of your entry until the winners have been announced as they may be needed.
- Your participation must comply with the rules you accepted when you joined the contest.
- Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
- You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
- Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
- Any entry that fails to comply with these rules will not be considered for the contest.