Loeries youth committee launches diversity, equity and Inclusion tool

The committee aims to support young brand communication professionals from Africa and the Middle East with knowledge, training and the opportunity to create real change in the industry.

A focus of the committee was to investigate gender stereotypes in the advertising / marketing sector and create a tool that would add value to the industry's focus on breaking down stereotypes in society.

The committee has also created an accompanying manifesto video to introduce the DE&I Checklist. The initiative 'Rewrite the Script' is a rallying cry to the industry to highlight that the youth are ready to partner in the fight to break societal stereotypes.

Kgaugelo Mokgehle, creative writer at TBWA Hunt Lascaris and chairperson of the inaugural committee, says, "The DE&I checklist was conceptualised to hold individuals and agencies accountable for creative output within the industry."

"While the committee manifesto was created more as an internal mantra for future cohorts, both elements highlight fundamental principles that should inform the work of every creative. Not only will they inspire better creatives, but they are also a necessary metric against which agencies can measure their progress in establishing a more diverse, equitable and inclusive society," adds Mokgehle.

The manifesto video, entitled 'Rewrite the Script’' was created by the Loeries youth committee and produced by TopLevelFilms, a production house founded by up-and-coming director Tshegofatso Mahlong. 

Individuals are encouraged to click here for more details on the checklist and the DE&I checklist tool. 

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