| Title | Achieving Gender Inequality in The Workplace – A How-to Guide |
| Agency | TMW Unlimited |
| Campaign | #CallOutForChange |
| Advertiser | Chartered Management Institute |
| Brand | Chartered Management Institute |
| Date of First Broadcast/Publication | 2018 / 3 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Philosophy | TMW Unlimited has created a short, tongue-in-cheek film for The Chartered Management Institute (CMI) which forms part of a wider campaign designed to reduce ongoing, discriminatory behaviours in the workplace. The two-minute film, entitled ‘Achieving gender inequality in the workplace – a how-to guide’, is designed to highlight some of the workplace behaviours that can lead to gender inequality. Starring Fringe comedians Stevie Martin and Thom Tuck, the film parodies corporate training videos, highlighting the sometimes accidental behaviours and micro-aggressions that still mar the reality of work for too many people. These behaviours ultimately contribute to the pressing gender inequality issues prevalent in many company workplaces. The film is part of a larger body of work which is designed to position the CMI as leading the way for women in management and leadership roles. It will be released on 6th March 2018 ahead of International Women’s Day and will be promoted across social media as well as on the CMI’s own channels. A panel will be live-streamed on Facebook on International Women’s Day, featuring Stevie Martin, one of the comedians in the film. Viewers will be invited to ask questions and share experiences. The two actors in the film are critically acclaimed comedians. Stevie Martin is a freelance writer, performer and co-host of The Debrief Podcast, published in the Guardian, Elle, Grazia, Shortlist, Stylist, and Vice and more. Stevie’s writing credits include ITV’s @Elevenish and BBC3’s Quickies, and she can be seen on Channel 4’s Damned; Russell Howard’s Good News; and Comedy Central’s Brotherhood. She is also one third of the sketch group Massive Dad. Thom Tuck was nominated at Edinburgh Comedy Festival 2011 as Best Newcomer. He is a BBC Radio 4 regular and one third of the highly successful comedy trio, The Penny Dreadfuls. This is TMW Unlimited’s first piece of work for the CMI. The agency won the business after a competitive pitch in December of last year. |
| Media Type | Web Film |
| Length | |
| Copywriter | Becks Wardell |
| Art Director | Chris Micklefield |
| Chief Creative Officer | Graeme Noble |
| Planner | Jen Cownie |
| Account Director | Claire Wilson |
| Agency Producer | Millie Graham-Campbell |
| Director | Freddie Waters – Wagon TV |
| Production co | Freddie Waters – Wagon TV |
| Producer | Alex Cooper – Wagon TV |
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