Last Thursday, April 19th, Free The Bid was honored to be included in the Unstereotype Alliance‘s Knowledge Sharing Session, organized by UN Women, at the UN Headquarters in NY!

Founded in June 2017 at Cannes Lions, the Unstereotype Alliance aims to tackle how the global advertising industry can affect positive cultural change by using the power of advertising to help shape perceptions that reflect realistic, non-biased portrayals of women and men.

As part of this informal session on best practices on unstereotyping advertising, our Executive Director Emma Reeves addressed the assembled representatives of brands (such as P&G, Unilever, Johnson & Johnson, AT&T and more) and organizations (including UNICEF, The Female Quotient, and Cannes Lions) highlighting our global pledge from Diageo and stressing the benefits of taking the Free The Bid pledge from a brand perspective.

Free The Bid, founded by director Alma Har’el in September 2016, is a crucial intervention into a system riddled with inequality. Only 11% of ad agency creative directors are women, and when these male-dominated creative departments bid commercial directing jobs between predominantly white male directors, brands miss out on the vital perspectives of an intersectional array of women, who can speak directly to diverse consumers in authentic ways. As 85% of consumer decisions are made by women, creating content that feels accurate to our lives is critical for marketers!

Other speakers included representatives of:

The Female Quotient, WFA, UNICEF, IPG, IPA, Diageo, Johnson & Johnson, AT&T, Unilever, Omnicom (BBDO), The Geena Davis Institute, Cannes Lions, Procter & Gamble, Vodafone, Mars, Mattel, Facebook, Spotify, and Edelman.

Free The Bid is extremely grateful for the opportunity to advance our mission by joining these important conversations! Thanks to our friends at Diageo for the introduction to the Unstereotype Alliance. We would also like to thank to Jennifer Cooper and Phumzile Mlambo-Ngcuka, Executive Director of UN Women, for facilitating this event. 
 
 
Emma Reeves – Executive Director, Free The Bid
 
 
 
(l – r) Erica D. Green – Global Creative Director & Sr. Director, Global Marketing Communications, Mattel; Aline Santos Farhat – Global Executive VP Marketing & Head of Diversity and Inclusion, Unilever; Eva Press – US Group Lead, Consumer Packaged Goods & Healthcare, Facebook
 
 
Keynote speaker Jess Weiner – CEO of TTJ Consulting
 
 
 
(l – r) Michael Roth – CEO, IPG; Fiona Carter – Chief Brand Officer, AT&T; Phumzile Mlambo-Ngcuka – Executive Director, UN Women; Keith Weed – CMO, Unilever
 
 
(l – r ) Shelley Zalis – CEO, The Female Quotient & Founder, The Girls’ Lounge; Emma Reeves – Executive Director, Free The Bid
 
 
(l – r) Anna FolwellAccount Manager, Cannes Lions; Michele Oliver – VP Marketing, Mars; Allison Tummon Kamphuis – Global Program Leader, Gender Equality & Children’s Safe Drinking Water, Procter & Gamble
 
 
(l – r) Allison Tummon Kamphuis; Grainne Wafer – Global Brand Director, Diageo; Dr. Khetsiwe Dlamini – Chief of Staff & Director, a.i. Strategic Partnerships Division, UN Women; Shelley Zalis
 
 
Stephan Loerke – CEO, World Federation of Advertisers (WFA)
 
 
(l – r) Susie Walker – Head of Awards, Cannes Lions; Phumzile Mlambo-Ngcuka; Leila Sehr Siddiqi – Head of Diversity, Institute of Practitioners in Advertising (IPA); Jennifer Cooper – Coordinator, Unstereotype Alliance, UN Women
 
All photos taken by: Ryan Brown