THE CREATIVE EQUALS #CREATIVECOMEBACK 2019 PROGRAMME
We know there are 1.9+ million women in the UK who would like to come back to work. We also know there is a huge bias when considering someone who has gaps in their CV. With support from the Government Equalities Office, and in partnership with D&AD, Diageo and Facebook, we launched the first #CreativeComeback programme in 2019.
THE PROBLEM
Just 16% of creative directors are women. And, just when creatives are stepping up to leadership roles, motherhood comes along or life happens. With out-of-date portfolios, a career gap and a biased recruitment sector, it’s difficult for them to come back and it shouldn't be. CV gaps are creativity’s gifts. This is where life happens. Babies are born, we get cancer, our parents age and need us. These life experiences make creativity richer and deeper.
ONE LIFE-CHANGING PROGRAMME
We ran a two week training bootcamp in partnership with D&AD, with a brief from Diageo and up-skilling from Facebook. This culminates in the opportunity to pitch to a working brief from a real, paying client - and to have the change to gain jobs with top companies across the sector.
We worked with agencies to mentor our cohort, up-skilling those agencies and brands about flexible working, onboarding returners back to work, mentors and more to ensure our returners were supported. These agencies often provided placements, from paid work experience to full time jobs.
Our aim is to provide bridges back to work with forward-thinking agencies and brands.
THE RESULTS
230
Women applied for the 2019 programme in London and Manchester.
58
Women in London + Manchester completed the programme.
37
Women are on placements, long-term freelance contracts or permanent hires.
40
Creative businesses participated in to the programme, mentoring + supporting our returners.
We received extensive PR and press coverage with multiple stories appearing in The Guardian, Campaign Magazine, The Drum, LBBOnline, Creative Review, ItsNiceThat, Design Week, Marketing Week, Runneth London and more.
“It was a flood of creativity, and our brands were lucky to have it unleashed on our issues. We saw ideas on both Baileys and Guinness that lifted and delighted us. We got unexpected ideas, powerfully and simply expressed, with personality and flair. ”
GIVING BACK
We're not-for-profit looking to make long lasting change. All the funds from this programme are reinvested back into the next #CreativeComeback cohort, so we can make continued, ongoing change. We've created a movement. And, it started with a Government Equalities Office Grant, and a conversation on a beach with WPP Stream and Grainne Wafer, Global Brand Director, Baileys.