VodafoneZiggo and Wunderman Thompson Amsterdam Break the Bias for IWD

VodafoneZiggo has launched a new campaign championing the women in their workplace. The ‘Leveraging Biases’ campaign, created by Wudnderman Thompson Amsterdam, flips the negative stereotypes that are often projected onto women, to champion their achievements and celebrate their powerful and unbeatable spirit. It features real women of VodafoneZiggo, including an executive director, technician, network access deploy manager, and internal communications manager, who’s characteristics such as being demanding, talkative, and emotional are portrayed as essential skills in helping them do their jobs better.

Noleen Cochran, Manager Campaigns, Content & Activations at VodafoneZiggo said: “We challenged the agency to help us #BreakTheBias in a unique and brave way. This campaign shows that women in tech can stay true to themselves and still be successful. We hope that the work will inspire and celebrate women not only on International Women’s Day but every day to take their rightful place in the workplace and society.”

Nik Sluijs, senior creative at Wunderman Thompson Amsterdam added: “This year’s theme of International Women’s Day is #BreakTheBias. It’s a strong theme, but together with VodafoneZiggo we discovered that sometimes a bias is better flipped or reframed than broken. Because those unique characteristics and/or qualities are exactly what make these women thrive."

Charlotte Lilly, account director at Wunderman Thompson Amsterdam commented: “This campaign challenges you to rethink negative stereotypes and how they often form our opinions about people. Developing this portrait series was a true joint effort together with the women from VodafoneZiggo, that were incredibly brave to stand in front of the camera and be at the center point of challenging these stereotypical characteristics. A true inspiration to see how these negative statements are reframed into the positive traits that makes these women thrive in their careers.”

The campaign launches on International Women’s Day (8 March 2022) and will run across social media and major newspapers in the Netherlands.