Marketing industry leaders are calling on their peers to become leaders in creating a world where women are treated equally and represented accurately.
“The people who are working in advertising and marketing have a responsibility,” Cannes Lions CEO Philip Thomas said in a panel on Wednesday. “Advertising and marketing are the most powerful culture-creating force in the world.”
Tapping into this power for good, Procter & Gamble has partnered with Global Citizen to introduce a new initiative called #SheIsEqual. This includes the first #SheIsEqual Summit on September 28 during UN General Assembly Week in New York.
The event will bring together governments and members of the advertising, media and entertainment industries to share perspectives and solutions in regard to gender equality, women’s economic empowerment, girls’ education and advocacy.
Representation of women in marketing and entertainment has a profound impact on how society perceives them, so #SheIsEqual will highlight campaigns that positively portray them in an equal light.
Madonna Badger, Glass Lion Jury President and See It Be It Chair will curate a “Creative Showcase” of these campaigns in partnership with Philip Thomas. The showcase will celebrate the best work from the 2018 Glass Lions and new SDG Lions competitions that show an equal world in action.
Queen Latifa and Katie Couric both announced projects during the keynote that will be sponsored by P&G. Designed to bolster the number of female directors and storytellers, The Queen Collective will work alongside brands and agencies to fund and find distribution for female-focused projects.
Couric unveiled a series called Getting There that profiles successful woman at the top of their fields, including Issa Rae (Insecure), Barefoot Contessa’s Ina Garten and Instagram’s Eva Chen.
“I’m thrilled to see so many brands and companies not just selling soap or shampoo but care about changing the world, to wield so much influence,” said Couric. “I thought, ‘why stop at advertising and why not extend into content?’ We’re going to be partnering with brands that share my value and that want to make the world a better place.”
Procter & Gamble, which spent over $2.75 billion on advertising last year, has been vocal about demanding changes to the advertising supply chain and the impact that marketing has on the world. To illustrate its concerns about fraud and brand safety, the manufacturing giant pulled ads from YouTube for a year and slashed its budget.