The project’s ambition is to move towards a more holistic definition of success, championing each and every woman’s path from stay-at-home mum to CEO, receptionist to military personnel and everything in between. By redefining unprogressive definitions of success, young girls will feel empowered to choose their preferred path, knowing that there are different routes available each of which should be celebrated in its own right.
I started this work because of a focus group I had with girls back in 2018 where they shared with me that they felt pressured to have to be a CEO or a boss someday, and if they didn’t aspire to become that then they were made to feel like they were not dreaming big or being truly ambitious. This made me reflect upon the image of success we see for women and how this has evolved. I want women and girls to look at this campaign and know that our dreams should not be dependent upon what society seems to dictate a woman’s role should be.
The creative shows portraits of 110 women working across the Financial Services, OOH Media, Financial Software, and Advertising sectors, alongside Stay-at-Home Mums, Content Creators, Makeup Artists, Entrepreneurs, Activists and Directors.
The campaign was captured by two female photographers Laurie Fletcher and Jordan Amy and launched across London. The Women’s Association partnered with Ocean Outdoor to secure 19 spots, with Leicester Square marked as the hero location.
This marks the end of the highly successful first year of The Women’s Association’s partnership with McCann Worldgroup, as the award-winning agency continues to support with strategic development and commercial backing.
Featured image: For the Woman / The Women’s Association