WHY START WITH WOMEN?
• Because women are more than half of the world’s population! And half of the creative voices. We’re a talent pool that isn’t being tapped to its full potential.
• 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 the unconscious bias of male story telling. Women directors bring their experience and talent to their storytelling and will change the way women are represented in film/tv and advertising to the benefit of our mothers, our sisters, our daughters and all the men in their lives.
• Giving women a voice in advertising, film and television will help woman directors across all platforms and reach audiences. Many male directors sustain a regular income through commercials and tv 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, especially if they have children.
Although this idea doesn’t solve all the diversity challenges we face in the workplace, it can make a significant and important impact very quickly – 50% of the world is severely underrepresented in our industry overall. Free the bid will represent women from a diverse range of backgrounds and that’s a great place to start. If half the agencies in the country start to request one woman director to pitch, they’ll start winning jobs and the the social and economic rewards will follow.