CMI Women aims to get 1.5m more women into management by 2024 for UK employers to achieve full gender balance in management and leadership.

 

The Broken Windows campaign’s call to action is for women - and men - to call out, challenge and change discriminatory behaviours in their organisations.

 

In the last year, conversations about gender inequality and power imbalances in workplaces have, rightly, gained momentum in the media and high-profile industries. We wanted to create something which could show how those big issues – the pay gaps and workplace sexual harassment – are built on smaller actions: the everyday experiences that are often dismissed as “normal”, or which people don’t challenge because they’re afraid that they’ll be seen as making a fuss, or being oversensitive.

We created a short social film with critically acclaimed comedians, Stevie Martin and Thom Tuck, that flipped the narrative, highlighting the absurdity of some of these all-too-familiar situations, and using humour to encourage managers across all industries to recognise and call them out when they occur.

The film was promoted through a targeted paid-for Facebook campaign and organic campaign on Twitter and LinkedIn.

 

With a very small production budget and an even smaller media budget (£2k) we achieved over 200, 000 views with a very impressive engagement rate of 4.59% and CPV £0.02.