Cannes Lions will donate all proceeds from the Glass Lions entry fees and put them back into a programme that promotes and enables the creation of a more gender-neutral media landscape.
In partnership with Inpact, the initiative will give all delegates the opportunity to help decide which causes the money is given to. On each day of the Festival, delegates can claim €10 for the total fund to pick a cause to give it to.
Last night saw the first ever Glass Lion winners awarded on stage. Celebrating the great work that shatters gender stereotypes, the award recognises work that implicitly or explicitly addresses issues of gender inequality or prejudice, through the conscious representation of gender in advertising.
As a global meeting place for anyone engaged in brand communications, Cannes Lions is uniquely positioned to bring both industry and global issues to the fore.
There’s a groundswell of commentary about gender representation and the negative impact this has on society. Institutional change and policy reform alone won’t solve gender inequalities; the solution is cultural change. Marketing does not just reflect this culture – it also reinforces and shapes it.
To learn how to collect and donate €10 click here.
