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Illustration of newspaper front page with 'The Good News #27' written on it, on a pink background.
October, 2020

The Good News #27

The US vice presidential debate was dominated by a fly (?!) and we bid a fond farewell to rock legend Eddie Van Halen. It’s been another strange week but at least there’s still some bright spots in the creative industries. Scroll down to read a couple of our favourite recent news stories.

The Enterprising Women Showcase

On 27th October, 18 women who are currently incubating their startups through SETsquared Bristol’s Enterprising Women programme, supported by Natwest, will showcase their new products and services at a publicly live streamed blended pitching event.

Anyone can tune in to the Enterprising Women Showcase to find out about the new innovations immerging from the diverse group of Bristol based startups, with sectors ranging from AI to hydroponic systems.

The Enterprising Women one-year programme was launched by SETsquared Bristol earlier this year to help businesses founded by women. SETsquared Bristol was awarded a £20,000 grant by NatWest to run the programme due to its success and expertise in growing businesses, its business support provision and its commitment to diversity. Throughout the programme each founder received specialist mentoring and coaching, a series of workshops, access to SETsquared’s Advisors-in-Residence and support to launch a crowdfunding campaign.

This final event will showcase the entrepreneurs’ progressions through the programme, launch their products and services and allow virtual attendees to connect with the founders online following the event on 27th October.

Currently, only 5% of FTSE 100 CEOs are women. The number has increased by just one since 2012 – from four to five. To make matters worse, female FTSE 100 CEOs earn 16.66% less on average than their male counterparts, with the highest paid male CEO earning 90% more than the highest paid female. This is why it’s important that programmes such as the Enterprising Women programme exist to help close the gap.

You can register to watch the showcase live stream here. If you’re thinking about applying for the next Enterprising Women programme, you can sign up to receive SETsquared Bristol’s monthly newsletter to find out about the next callout.

Three women sat on high yellow chairs holding microphones.

Transport for London’s Diversity in Advertising competition

Transport for London (TFL) is running its diversity in advertising competition again this year, in partnership with the Mayor of London.

The inaugural competition was launched in 2018, together with London City Hall, to focus on challenging attitudes around gender inequality and particularly the representation of women. In 2019, the competition asked entrants to submit campaigns which featured authentic representations of London’s Black, Asian or Minority Ethnic communities.

This year, TFL are asking for campaigns that challenge ageism advertising, based on London’s diverse community. The ideas should genuinely market a product, or brand, while portraying members of the older community beyond typical stereotypes.

Research carried out by UCL for the 2018 Diversity in Advertising competition revealed that Londoners didn’t feel represented by most of the adverts they saw around the capital. People over the age of 55 reported feeling ‘invisible’ and ‘irrelevant’. Fewer than one in four respondents could recall seeing an advert featuring someone with wrinkles.

Lloyds Banking research in 2016 found that while those over 65 years old made up 17.7% of the population they only featured in 6.17% of advertising. The research found that when they did appear in advertising, older people typically played the role of the wise, generous, engaged parent or grandparent in a nuclear family. In addition, respondents said they rarely saw an older person portrayed humorously or promoting technology or innovation.

As a design agency we’re excited to see a British institution taking steps to combat prejudice and ageism. Advertising both reflects and has the power to shape the world, which is why it’s important that everyone can see themselves reflected in the adverts they see.

Entry is open to brand marketing teams as well as all media, advertising and creative agencies. The winning creative will be made up of two digital elements which seamlessly complement each other: a 10 second full motion clip for use on the rail digital advertising estate and a static digital D6 style display for use on a bus shelter estate. The final deadline for entries is Tuesday 17th November.

Image of people walking in London Underground tube station with Holland & Barrett adverts hanging from the ceiling.

If you’ve still got enough time left on your lunch break for some extra reading, check out the Innovation Gap to find out why boundary-pushing companies struggle to produce equally ingenious marketing…