How Women in Film hijacked Hollywood’s favorite promotion tactic to raise awareness for hiring inequality after a recession and make sure women are considered for work.
After a recession men are almost two times more likely to be rehired than women. Women in Film, an organization dedicated to advocating for women in the screen industries, wanted to make sure the recession resulting from Covid-19 didn’t create significant setbacks for women in Hollywood.
To get women considered for work, Women in Film hijacked Hollywood’s favorite promotion tactic by creating a For Your Consideration campaign. For Your Consideration campaigns are how Hollywood normally promotes movies for awards but we used it to promote women: not for an award, for a job.
We created For Your Consideration ads for over 30 female film professionals, using recommendations from celebrities they’d worked with like Spike Lee, Aubrey Plaza and Sir Patrick Stewart. Then, we put them everywhere a Hollywood studio’s For Your Consideration campaign would appear—on billboards all over Los Angeles and on top industry websites and social, where studio execs were sure to see it.
Outdoor advertisement created by Saatchi & Saatchi, United States for Women In Film, within the category: Public Interest, NGO.
Post Production Company: Harbor Picture Company
Music/Sound Company: Pickle Music Studios
Animation Company: And/Or
Public Relations Agency: Powell Communications
Chief Creative Officer: Daniel Lobaton
Creative Director: Liz Harrison
Senior Art Director: Katie Schikowski
Art Director: Preethi Balakrishnan
Copywriter: Kelsey Boylan
Designer: Carlos Velsaco
VP / Account Director: Ciara Siegel
VP / Account Director: Priya Bordia
Account Executive: Anna James
Digital Director: Melissa Hochman
Strategic Planning Director: Hyomin Kang
Producer: Danielle Hallack
Producer: Ariana Ekonomou