“It's Not That Hard” to make unconscious bias front of mind

Change starts from the top, they say, so we laud this effort by 53 diversity-minded CEOs and chairmen of New Zealand businesses, a group called 'Champions for Change' to unite and start pushing the subject of workplace unconscious bias into the spotlight with this cheeky new campaign. 

Created by Saatchi & Saatchi New Zealand and the production company Eight, 'It's Not That Hard' is a video, print and radio campaign challenging in-built gender prejudices by showing how extremely simple they are to avoid. 

So, what to ask when interviewing a woman who is perfect for the job, yet statistically likely to consider having a baby in the next three years? 

The answer: 'When can you start?' 

The idea couldn't be less complicated, but it's remarkably effective at getting you to draw attention to actions or thoughts that could be influenced by bias in the working world. 

CREDITS

Saatchi & Saatchi New Zealand:
Chief Creative Officer: Toby Talbot
Managing Director: Paul Wilson
Creative Directors: Kristal Knight & Jordan Sky
Copy Writer: Josh Thompson
Art Director: Jake Blood
Illustrator:  Lorenz Perry
Account Director: Kate Gyde
Head of Digital and Content: Amanda Chambers
Head of PR, Social & Business Development: Isobel Kerr-Newell
Public Relations: Alice McKay
Finished Art: Shane Kelly and Nina Weil
TV Producer: Fern Holloway
Digital Producer: Celine Giovanni
Editor: Zayd Nasir

Global Women Credits:
Chief Executive Officer: Miranda Burdon
Communications Manager: Annabel Coxon
Programme Manager: Aleisha Coote

Starcom Media
Chief Executive Officer: Alistair Jamison
Media Planner/Buyer: Nick Hawkins

Production: Eight
Director: Corey Chalmers
Managing Director: Katie Millington
Production Manager: Emily Thompson
Prod Coordinator: Antalya Atkinson
Prod Runner: Sophie Hambleton
1st Assistant Director: Louise Spraggon
Director of Photography: Meg White
1st Assistant Camera: Richard Elworthy
Colourist: Pete Ritchie
Vid Split/ DIT: Nathan Dunlop
Sound: Craig Perry
Grip/Gaffer: Karl Saunders
Grip/Gaffer Assist: Ben Granger
Art Director: Angus Kerr
Wardrobe: Tinielle Kerwin
Hair & Make Up: Vada – Leo
Safety: Rob McKenzie
Editor: Alex O’Shaugnessy

Campaign's Women Leading Change

We'll be discussing gender equality, unconscious bias and attitudes towards women in media and marketing at our annual Women Leading Change conference in Singapore on 4 June, 2019.

Register your interest and find out more about entering our Women Leading Change Awards (early bird entry deadline: 8 March; hard entry deadline: 8 April) at www.womenleadingchange.asia.