Shifting thinking on how to achieve gender equality in the workplace
Shifting thinking on how to achieve gender equality in the workplace
Murray Edwards College, University of Cambridge tasked us with supporting their gender equality research programme Collaborating with Men. This explores how men and women can work together to overcome the workplace culture barriers stalling women’s progress into leadership positions.
Our brief was to go beyond awareness and help challenge accepted thinking on how to tackle gender equality.
Working together as one collaborative team, we initially secured a series of features in business and women’s press. The second phase of our work involved launching new research revealing the disparity in male and female views on gender inequality in UK workplaces.
At time of writing, more than 20 articles on the project have been published in top tier national and international publications, spanning an online readership exceeding 440 million and an estimated 650,000 coverage views. These articles have been shared on social media more than 2,000 times.
Highlights have included articles in Forbes and The Financial Times, a seven-page slideshow feature in Refinery29, a devoted programme on new ways of thinking about the glass ceiling on BBC Radio Cambridgeshire and articles in trade press such as People Management and HR Magazine, reaching those responsible for diversity and inclusion programmes.
Most importantly, these articles reflected the subtleties of the Collaborating with Men research, challenging the presentation of gender equality as a women’s issue and sparking a shift in ways of thinking about solutions.
As well as handling the campaign’s media relations, we also helped the college produce a short report on the key findings to signpost interested readers to further information. 15 articles included direct links to this online asset. With an average domain authority of 59 these links provided significant SEO value.
“Most people think of gender equality in workplace culture as a ‘women’s issue’. Involving and engaging men is vital to making an impact. The media coverage Fugu achieved, and sharing this through social media, has helped in bringing a bigger, gender balanced audience to our research and ideas to bring about change.”
Dr Jill Armstrong, Murray Edwards College
“Fugu are a breath of fresh air to work with. I have been impressed with their thoughtful approach to our brief, their deep knowledge of the media landscape, and their persistence in securing results.”
Clare Stroud, Murray Edwards College
Back to work