By Michael Liedtke, Technology Writer
SAN FRANCISCO (AP) --Facebook executive Sheryl Sandberg has enlisted NBA stars LeBron James, Stephen Curry and some of the basketball league's other top players to convince more men to join the fight for women's rights at home and at work.
The players will deliver the message in public service announcements aired during NBA games on major TV networks over the next few months.
The clips are part of a partnership to be announced Thursday between the NBA and LeanIn.org, a nonprofit group Sandberg started two years ago with the publication of a best-selling book advising women on the steps they should take to ensure they get the same opportunities as men traditionally have.
The book, "Lean In: Women, Work, and the Will to Lead," also urged men to do more to support the women and girls in their lives.
Sandberg, Facebook's second-highest ranking executive behind CEO Mark Zuckerberg, is counting on the NBA's appeal to connect with millions of sports-loving men who haven't read her book. She is hoping to persuade them that they will be better off financially and emotionally if they take more responsibility for housework and child care, while also backing equal rights for women at work.
LeanIn.org is providing men with tips on how to help in brochures that will be available online as part of the campaign with the NBA.
"Gender equality doesn't just benefit women, it benefits men in lots of ways," Sandberg said in an interview with The Associated Press. Among other things, she believes most women are likely to have sex with their husbands or partners more frequently when they get more help at home — a phenomenon she has branded as "choreplay."
Facebook is among a long list of major Silicon Valley companies with a dearth of women in engineering and other technical positions, where the best-paying jobs are found. Women hold just 15 to 20 percent of the technology jobs at Google, Apple, Facebook and Yahoo, according to company disclosures made during the past nine months.
"Certainly technology has an uphill battle to fight, but no industry has gotten to where it should be," Sandberg said. "The only way anything really changes in society is when we have everyone in society pulling together."
Several technology companies, including Facebook Inc., Google Inc., Yahoo Inc. and Microsoft Corp., are backing a campaign that will be punctuated with (hashtag) LeanInTogether.
The National Basketball Association has been running a separate league for women for nearly 20 years. Several WNBA players, including All-Stars Sue Bird and Skylar Diggins, appear in the public service announcement that also features the Golden State Warriors' Curry and the Cleveland Cavaliers' James, the players who got the most votes in the fan balloting for last month's NBA All-Star game.
The union representing the NBA players also elected a woman, Michele Roberts, as its executive director last year. Meanwhile, the San Antonio Spurs hired woman, former WNBA star Becky Hammon, as an assistant coach at the start of this season.
"The NBA is committed to creating a work environment that expects — and benefits from — gender equality," NBA Commissioner Adam Silver said.
Oscar and Emmy-Winning Composer Kris Bowers Joins Barking Owl For Advertising, Branded Content
Music, audio post and sonic branding house Barking Owl has taken on exclusive representation of Oscar and Emmy-winning composer Kris Bowers for advertising and branded content.
Bowers’ recent film scores include The Wild Robot and Bob Marley: One Love, alongside acclaimed past works such as The Color Purple (2023), King Richard and Green Book. His contributions to television are equally impressive, with scores for hit series like Bridgerton, When They See Us, Dear White People, and his Daytime Emmy Award-winning score for The Snowy Day.
In addition to his work as a composer, Bowers is a visionary director. He recently took home the Academy Award for Best Documentary Short Subject for his directorial work on The Last Repair Shop. The emotionally touching short film spotlights four of the people responsible for repairing the musical instruments used by students in the Los Angeles Unified School District (LAUSD). The Last Repair Shop reflects the positive influence that musical instruments have on the youngsters who play them, and the adults in the LAUSD free repair service who keep them working and in tune.
Barking Owl CEO Kirkland Alexander Lynch said of Bowers, “His artistry, diversity of style and depth of storytelling bring an unparalleled edge to the work we create for global brands. His presence on our roster reflects our continued commitment to pushing the boundaries of sound and music in advertising.”
Johanna Cranitch, creative director, Barking Owl, added, “Kris first caught my attention when he released his record ‘Heroes + Misfits’ where he fused together his jazz sensibility with a deeply ingrained aptitude for melody, so beautifully.... Read More