The Chartered Management Institute is launching a tongue-in-cheek film to coincide with International Women’s Day which forms part of a wider campaign designed to reduce ongoing, discriminatory behaviour in the workplace.
Created by TMW Unlimited, the two-minute film entitled ‘Achieving gender inequality in the workplace – a how-to guide’, is designed to highlight some of the activities that can lead to gender inequality.
Starring Fringe comedians Stevie Martin and Thom Tuck, the film parodies corporate training videos, highlighting the sometimes accidental behaviours and micro-aggressions that still mar the reality of work for too many people. These behaviours ultimately contribute to the pressing gender inequality issues prevalent in many company workplaces.
The film is part of a larger body of work which is designed to position the CMI as leading the way for women in management and leadership roles. It will be promoted across social media as well as on the CMI’s own channels.
CMI director of strategy and external affairs Petra Wilton said: “The film is intended to be an accessible way to challenge gender discrimination. We want everyone to call out these behaviours with our #CallOutForChange initiative. This is a new style of content for us and the film is designed to engage with anyone in management positions across all industries.”
TMW Unlimited senior strategic planner Jen Cownie said: “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. By flipping the narrative in this film, we’re highlighting the absurdity of some of these all-too-familiar situations, and using humour to encourage managers across all industries to call them out when they occur.”
This is TMW Unlimited’s first piece of work for the CMI. The agency won the business after a competitive pitch in December of last year.
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