To raise awareness in the advertising community of the inequality in the number in male and female jurors presiding over advertising festivals.

We created clubdecreativosydecreativas.com. In the Spanish language, the generic form for professionals is always masculine (Creativos), so we added a feminine version (Creativas).

There we presented three infographics that portrayed the situation for female jurors in the festival of festivals for creatives in Spain, The annual ‘Creatividad del club de Creativos.’

These infographics used cucumbers to represent men and melons to represent women. A way to draw attention and describe both genders from a different point of view. The user could download these infographics and share them on social networks.

Additionally, we gave the sector the opportunity to speak out against the issue by signing up with their full name and job title so we could study the reasons behind the overwhelming difference in representation.

With the results we created three additional infographics with the results by gender and a comparison with the results between the previous and current years.

In the 14th article of the Spanish Constitution (1978) equality in the law is proclaimed, establishing the prohibition of any form of gender based discrimination.

In 2007 the Constitutional Law 3/2007 of the 22nd March was created, affecting equality for women and men and supporting positive discrimination in the labour market in order the bring the number of women closer to that of men.

Neither these actions nor the creation of various Institutes for Women (present in every autonomous community in Spain) has successfully resolved this problem.

The divide with respect to salaries between men and women in Spain is widening increasingly. In the last National Institute of Statistic’s Annual Survey of Salary Structures in 2014 the salary gap was already 24%, the widest of the previous 5 years.

Because of this, it is necessary to raise society’s awareness with respect to this very real problem that affects 50% of the population. And that the best way for an advertising agency to do this is to examine its own sector and show the reality for women in it.

More than 2,500 advertising professionals supported our cause and more than 1,500 gave their opinion.

News of the campaign appeared in every advertising industry magazine and blog and it was covered in a number of national media generating an evaluated ROI of 3.618.544€.

The campaign went viral in 71 countries.

And most importantly, the jury in the following edition of the Annual Festival of the ‘Creatividad del Club de Creativos’ was made up of 24 professional, of which 11 were women, which represented an increase of 710%.

The percentage of management positions that are occupied by women in Spanish companies is 21%. This headline can cause every type of reaction except surprise as this subject is a recurring theme in the news.

But it is probably more startling that the sector in which the presence of female directors is most limited is precisely the one that is one the foundations of culture based industries in Spain. Advertising.

According to a study by the ‘Universidad Autonoma de Barcelona’, only 8% of creative director positions in Spanish agencies is occupied by women.

According to the study “Women in advertising agencies” by the University of Alicante, only 3 in every 10 Spanish creatives are women. The probability of a man occupying a creative position is double or even triple that of a women. The study also verified that differences in human capital do not exist that can explain this discrepancy. There is absolutely no reason that can justify the fact that there are less female creatives.

We began knowing that this was a very sector-centric campaign, and because of this our strategy was focused on attracting the attention of every creative, both male and female, to influence in the change where it would be noticed.

We envisaged three fronts:

First and foremost, to contact and engage members of the Club de Creativos (C de C). An important difference of this festival is that members of ‘C de C’ can vote for any member of ‘C de C’ transparently and simply, even without them having submitting their candidature. During the period of jury nomination we sent an email to the 315 members of the Club with an infographic that demonstrated that in the 14 year history of the Club there had only been 15.3% female participation on the juries. This email redirected members to our site clubdecreativosydecreativas.com and also numerous blogs, social media profiles and advertising media that was increasing the visibility and awareness of the campaign and achieving 8,000 visits to the site. Over subsequent weeks, additional infographics were placed on the site communicating the information and opinions collected in the campaign.

Secondly, to inform the entire sector by hanging posters in every agency in the country, that presented new infographics highlighting a fact with respect to this inequality. For example, that there were only 2 women jurors on a jury of 33 the previous year.

And thirdly and finally, using advertising festivals as a platform to make an impact directly on jurors. We presented a case study of the campaign personalising it with the names of the jurors of every festival category. By making them part of the inequality present in the jury room by naming and counting the female jurors that could have in every category.