Cannes Lions has announced that Madonna Badger, chief creative officer, Badger & Winters will take on the role of ambassador for the 2017 See It Be It program.
Launched in 2014, the See It Be It initiative aims to provide a unique opportunity to accelerate career progression and change the ratio of female leaders in the industry. Each year, an international group of high-potential women are brought to Cannes Lions as guests of the Festival and experience a tailored program designed to develop, expand networks and raise the profiles of all involved.
“An ever increasing focus on the disparity between women and men in senior creative roles across the industry demonstrates the need for programs like See It Be It. We’re delighted to welcome Madonna as this year’s See It Be It ambassador. Her continued challenging of the industry to change the norms of objectifying women in advertising and campaigning for equality make her a fantastic role model and natural fit for the program,” said Louise Benson, executive festival director, Lions Health, Lions Entertainment, eurobest and See It Be It program lead.
Through the #WomenNotObjects campaign Badger has become a spokesperson for responsible portrayal of women in advertising. In a standout speech at last year’s Cannes Lions she highlighted the importance of business empathy for brand reputation and purchasing intent, and revealed the damaging impact objectifying advertising has.
Badger will guide the See It Be It participants through a curated program of exclusive events, seminars and workshops along with a dedicated mentorship scheme. She commented, “I am so honored and excited to be named the See It Be It ambassador for Cannes Lions 2017 and look forward to meeting next year’s group of talented women. The mentorship program is an amazing game changer that provides the opportunity for women to collaborate, learn from each other, build confidence in their abilities, and develop actionable steps for how we can make a difference around gender equality and diversity in our industry.”
A select group of 15 women are chosen for The See It Be It program each year. The entry period for applications to the program opens on January 25 and will close on March 10. Further details, including eligibility and previous participants can be found here.
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