Spark and Colenso BBDO launched a campaign that encouraged women to pursue leadership roles in light of International Women’s Day.
The initiative enabled women nationwide to make a call with a respective leader to ask career questions or get advice about a particular field. The opportunity played out yesterday in a once-off opportunity to get in touch with some of New Zealand's leading women. The 45-second spot on social prompted women to make a call based on their professional progression.
The ad was brought to life with imagery by Kiwi animator Ella Dobson with an original soundtrack from local musician, Estére.
The campaign featured 17 leaders from a range of industries; including designer Juliette Hogan, musician Anika Moa, Police district commander Tusha Penny, journalist Rachel Smalley, My Food Bag’s Cecilia Robinson, author Joy Cowley and scientist Michelle Dickenson.
Colenso BBDO’s chief creative officer, Levi Slavin, says that Spark’s positioning of unleashing New Zealand’s potential makes the make a call campaign a natural fit for the brand.
“To inspire a new generation of leaders, we championed industry trailblazers. Every call has the potential to shape the future of leadership in this country.”
Each woman was approached by Spark with the ambition to reflect diverse models of leadership from a variety of backgrounds.
Spark’s social communications manager, Frith Wilson-Hughes, says it hopes that by drawing on a diverse group of inspirational leaders, it can encourage more women in the pipeline to push for progress and gain success.
According to a report on Radio New Zealand National (RNZ) 2018 accounts for the lowest fall in 14 years for the number of women in senior management roles in New Zealand.
Additionally, RNZ reports New Zealand ranks 33 out of 35 countries for women in senior management roles, a clear challenge for a country that is often earmarked for its progression.