A PLEDGE TO GIVE WOMEN DIRECTORS A VOICE IN FILM & TV INDUSTRY

Angela Bloomfield, Director
Angela Bloomfield, Director
Cat Stewart, Director
Cat Stewart, Director
CosWeCan, Director
CosWeCan, Director
Lizzy Bailey, Director
Lizzy Bailey, Director
Lucinda Schreiber, Director
Lucinda Schreiber, Director
Tiny Bullet, Director
Tiny Bullet, Director
Jasmin Tarasin, Director
Jasmin Tarasin, Director
Melanie Bridge, Director
Melanie Bridge, Director
Kathi Prosser, Director
Kathi Prosser, Director

Free the Bid is a simple, direct, real action to break the appalling cycle that has been keeping Women Directors out of Film and TV industry.

Only nine percent of Ads in Australia are directed by Women yet we have 85 percent purchasing power. A no brainer.

One Women bid for every job will certainly help make that unconscious bias conscious.

Gillian Armstrong – Director

WHO ARE WE?

Free the Bid is a non-profit initiative advocating on behalf of female directors for equal opportunities to bid on commercial and TV jobs in the global film and tv industry

  • A pledge that ad agencies , broadcasters, production companies and brands can take, committing to include at least one women director’s bid on every commercial or TV job.
  • A searchable database showcasing the work of 100+ women directors, both those signed to production companies and independent directors.

This campaign is based on the successful US awareness initiative- http://freethebid.com Founded By Alma Har’el

THE PROBLEM

A vicious cycle: At the bidding stage, in 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 three male directors bids. Production companies don’t have incentive to sign more women.

THE SOLUTION

Ad agencies, broadcasters and brands get one WOMAN DIRECTOR 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 need to hear them.
  • 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 male story telling. 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 and tv can help woman 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 and race cuts across everything. If half the agencies in the country start to request woman directors, the market will have to adjust, and then we will have a much more varied perspective behind the cameras