Safe to say, the rules of the game are not the same for all. They handicap some while privileging others, symbolically in our campaign video, but all too real in the Swiss business world. Find out how you can take action and change the rules to create more winners overall in the Gender Intelligence Report 2021.
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What if children played by adult rules? This was the question that sparked the idea for a campaign to increase the awareness of systemic flaws in today’s "Career Games". Girls and boys, aged between 7-9, are competing in an obstacle course. Yet the rules for the two teams are different.
This Advance campaign is based on and effectively transports the results of the Gender Intelligence Report 2021, making the case for the need to change the rules of the career game if we want to make real progress in gender equality.
The prevailing system is wired for traditional gender roles with full-time (mostly) male breadwinners at work. Our standard career models are made with these "ideal" employees in mind. Therefore, only they have a chance to make it to the top.
Women carry extra weight when it comes to climbing the career ladder as societal expectations still gear them towards family care. In other words, structures, processes and culture work like a big sieve, which efficiently eliminates gender diversity. The more strongly so, the higher up the ranks.
More of the ‘same’ clearly won’t do the job. To create real results, we need to change the rules of the game and make them equal for everybody, we need to stop trying to make the women fit into the current system. Rather, we must consciously create the systemic changes so that women, in fact, all genders, feel included and have a chance to make it to the top.
A warm thank you goes to Kids Creative Agency and Filme von Draussen for realizing this great campaign together with us. The biggest thank you goes to the motivated girls and boys who played the "Career Games" according to the current adult rules. – Would they have wanted to change the rules? Well, take a guess!
Through our campaigns, we aim to raise awareness of the ongoing gender inequality in Swiss workplaces. Take a look at what we've accomplished so far.
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