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Branded Entertainment
Social Awareness


Entrant: MullenLowe, London
Inspiring the Future - "Redraw the Balance"

Corporate Name of Sponsoring Client: Inspiring the Future

Client Account Directors: Isobel Dighe/Kirsteen Scoble

Agency: MullenLowe, London

Chief Creative Officer: Dave Henderson

Executive Creative Director: Richard Denney

Copywriter: EJ Galang

Art Director: Katriina Encanto

Graphic Designers: Ryan Self/Elisabeth Bolzon

Agency Producer: Lucy Jay

Designer: Ryan Self

Production Company: Burger, London

Director: Matt Huntley

Producer: Alan Traquair

Line Producer: Simon Broksbak

Director of Photography: Tom Wright

Agency Editor: Tom Wright

TVC Editor: Jack Foxton

Description of the Project:
Women experience gender inequality on screen, on the field, and in the boardroom. But not everyone knows that it starts at a much earlier age. In fact, according to research, gender stereotypes are defined as early as 5 and 7 years of age.
We wanted to highlight this fact to encourage more volunteers to sign up to Inspiring the Future’s mentorship program and tackle the problem right where it starts.
We took an art class and turned it into a medium where we asked children to draw a firefighter, a surgeon, and a fighter pilot. Out of 66 drawings, 61 were drawn as men and only 5 were drawn as women. What the children didn’t know was that the “teachers” were examples of professionals they were asked to draw. When we revealed the truth, their reaction was priceless.