Good karma

Free the bid

A Pledge to give women directors a voice in advertising. The whole corporate world needs to fix its diversity issue – because it’s the right thing to do, but also because it’s a good idea for business.

If creativity can be described as “thinking outside the box,” then it would seem obvious that diversity would only increase creativity. Embracing multiple genders, races, sexual orientations… all of these are important because they help to make companies and brands more creative, empathetic and representative of their customers and of society at large.

The problem

A vicious cycle:

  • At the bidding stage, ad agencies typically present three directors per film/spot.
  • Most women don’t get a chance to build competitive reels after years of gender bias
  • Ad agencies end up with 3 male directors bids. Production companies don’t have incentive to sign more women.

The solution

Ad agencies and brands get one WOMAN
DIRECTOR’S bid on EVERY job!

Why start with women?

Because women are more than half of the world’s population, and half of the creative voices! We can’t afford to miss out on HALF of the creative pool.

Women are the number one consumer group and make for 85% of product purchase decisions. We need more nuanced work that speaks to them.

Cultural misrepresentations of women are perpetuated by an overabundance of male storytelling. Women directors will organically change the way women are represented in advertising, to the benefit of our mothers, our sisters and our daughters.

Giving women a voice in advertising can help female directors across all platforms. Many male directors sustain a regular income through commercials which allows them to pursue and develop long-term feature and TV projects. Women directors don’t have that privilege, and their numbers begin to drop after film school and remain low.

Although this idea doesn’t solve all the much needed aspects of diversity in the workplace, it can make a significant and important impact very quickly – 50% of the world is severely underrepresented in our industry overall. When race factored into the equation, the numbers just get worse. If half the agencies in the country start to request women directors, the market will have to adjust, and then we will have a much more varied perspective behind the cameras.

If you’re taking the pledge please see this as an opportunity to diversify your bids in other ways too. FREE THE BID believes in the importance of the perspectives of people of color, members of the LGBTQI community, and any population under-represented in advertising & media.

Find out more…

Read the how to guide
Frequently asked questions