Gender Equality - Poster Kontes Berakhir

Can men be strong advocates for true gender equality in the workplace?

Mulai Rabu, 11 Mei 2016 Akhir 31 Mei 2016 23.59 UTC Pertimbangan Hasil Juli 2016
Mulai
Rabu, 11 Mei 2016
Akhir
31 Mei 2016 23.59 UTC
Hasil
Juli 2016
Berita

Unleash your creativity!

27 Mei 13.05

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

Brief

Konteks

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.

Through campaigns like “Share the Load”, “Left-overs”, and “Like a Girl”, P&G is demonstrating how it wants to champion the real benefits of gender equality in society.

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.

Tantangan Kreatif

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.

Tips

Contoh ini hanya diberikan untuk menjelaskan apa yang kami harapkan. Harap jangan gunakan contoh tersebut dalam karya yang akan kamu kirim atau entrimu akan ditolak.

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.

Hadiah

Hadiah Juri

  • #1 Hadiah €3.000
  • #2 Hadiah €1.500
  • #3 Hadiah €500

Format

PDF with visual and text (2 pages max.)

• First page: Visual + Tagline
• Second page: Explanations

Kriteria untuk Menang

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.

Panduan

Panduan untuk kontes ini

  • 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.
  • Otorisasi dan lisensi untuk menggunakan elemen dilindungi (termasuk musik, foto..) harus menyertakan setidaknya (i) hak untuk menggabungkan unsur-unsur yang dilindungi di karya-karya baru yang berasal atau berdasarkan unsur-unsur ini, (ii) hak untuk menggunakan untuk tujuan komersial dan (iii) hak untuk menggunakan di Internet. Kamu harus dapat memberikan bukti tertulis dari otorisasi ini dan lisensi pada setiap saat.

Panduan standar eYeka

  • Jangan sebutkan data pribadi di dalam entri (nama, nomor kontak, alamat e-mail, dsb.)
  • Simpan kreasi versi berkualitas tinggi untuk digunakan jika kamu terpilih sebagai pemenang.
  • Mediamu harus merupakan kreasimu sendiri untuk dapat dipertimbangkan masuk ke dalam kontes.
  • Kamu harus memperoleh izin tertulis dari setiap pencipta dan pelaku yang telah berkontribusi dalam media tersebut.
  • Jika kamu memiliki karya apa saja (musik, foto, desain, dsb.) yang bukan merupakan milikmu sendiri, harap nyatakan di dalam keterangan media apakah musik dan/atau gambar yang telah kamu gunakan merupakan karyamu sendiri dan berikan tautan ke lisensi yang memberi kamu hak untuk menggunakannya.
  • eYeka akan meminta kamu menyediakan bukti tertulis atau salinan semua dokumen tertulis yang mengonfirmasi izin penggunaan karya tersebut yang memungkinkan eYeka dan klien-kliennya untuk menggunakan media sesuai ketentuan Peraturan kontes.
  • Media yang tidak mematuhi peraturan-peraturan tersebut tidak akan diperhitungkan untuk dimasukkan ke dalam kontes.