The Women’s Association aims to highlight the role of working women at all levels at a time when fears about career progression going backwards are high.
A campaign has been launched to highlight over 100 women across different career levels, organisations and sectors to increase the visibility of women in the workplace.
The #ForTheWoman campaign by the Women’s Association documents the women both photographically and tells their stories in interviews and roundtable discussions.
The Association says the need to highlight women’s career progression is vital at a time when women’s careers around the world have been badly hit by the Covid-19 pandemic. It cites global statistics from McKinsey that demonstrate that women’s jobs are 1.8 times more vulnerable to the crisis than men’s jobs and says the pandemic has disrupted education, impacted the job market and broadened the opportunities gap for women across the globe.
Through the #ForTheWoman campaign, it aims to inspire and motivate young women across the UK.
Deborah Williams, Founder of The Women’s Association, says: “The #ForTheWoman Campaign celebrates women and the diversity of roles they undertake in the working world: from a software engineer to a personal assistant to a director. These are images of inspiration and hope for future generations.”
By photographing women at different levels of the career ladder the campaign wants to show that women don’t need to be CEOs or recognised change-makers to improve the trajectory for women and girls. “They just need to be seen and their stories heard,” says the Association.
The #ForTheWoman campaign aims to make 4,000 women visible through portrait photography by International Women’s Day 2022. Companies supporting the campaign include Paragon Bank, the Museum of London and the British Army, but the campaign is looking to welcome more companies.