Cannes Lions
AMAZON, Seattle / AMAZON / 2023
Overview
Entries
Credits
Background
- This work confronted gender issues head on, with an answer. Not talk. Action. The effects of this action are depicted through the recreation of a day in the life of a female delivery driver in India. Describe how this work employed or engaged with issues of gender representation in answering the brief
- This work falls right in line with our goal of providing a safe, equal workplace for all people. All genders, races, sexual orientations, and abilities.
- Our brief challenged us to provide viewers with a glimpse into our actions beyond that of just a business but rather, as humans.
- Our objective was to ultimately a provide a safe workplace for the women of India.
Idea
At the heart of this idea is the creation of the first all-female delivery station in India. The accompanying film documents a day in the life of a woman that works at that station. As viewers watch her on her rounds, it becomes clear that a job that once may have caused fear, now serves as a symbol of female empowerment. A job that allows her to provide for family, develop relationships with like-minded women, and inspire future generations.
Strategy
At the root of this film, is a problem that has affected the women India for a very long time. Women were afraid to go to work for fear of being attacked and abused. The answer to the problem was to create a workplace that was safe for women. One that was entirely free of men. The All-Female Delivery Stations of India, created safe places for women to work. Which in turn allowed them to provide for their families, inspire future generations, and experience a certain sisterhood with other women, far from the oppressive hands of men.
Execution
Since so many of the women that were employed by the all-female delivery stations were mothers, we felt strongly about launching the film on Mother’s Day. A tribute to the bravery of the women that work at these stations. And to mothers everywhere.
Outcome
This film brought to light the impact providing women with a safe place to work has on one’s quality. Since the airing the film, the number of all-female delivery stations has grown to seven.
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