TMW Unlimited Calls Out Sexist Workplace Behavior for The Chartered Management Institute

The agency created a satirical guide 'for creating imbalance in the workplace'

The tongue-in-cheek "Gender Inequality: A How-To Guide" shares "quick and easy tips for creating imbalance in the workplace." Getty Images
Headshot of Erik Oster

TMW Unlimited created a video for The Chartered Management Institute (CMI) ahead of International Women’s Day (Thursday, March 8) illustrating what not to do in the workplace, starring comedians Stevie Martin and Thom Tuck.
The tongue-in-cheek “Gender Inequality: A How-To Guide” shares “quick and easy tips for creating imbalance in the workplace,” beginning with Tuck interrupting Martin right out of the gate to share that line. From there, the video progresses to a series of scenarios highlighting how casual sexism can emerge in the office, like calling a female co-worker “bossy” or telling a co-worker who works part-time to balance parenting duties to “enjoy their day off.”

“Tackling gender inequality starts with calling out these discriminatory behaviors to make a change,” a voiceover concludes, driving home the point of the video before directing viewers to CMI’s website.
The campaign is TMW Unlimited’s first work for CMI since winning creative duties in December after a review. It follows on the heels of WPP’s U.K. Gender Pay Gap Report 2017, which found a median gender pay gap of 14.6 percent across the holding companies’ agencies with 250 or more employees. The report stems from a new U.K. government regulation requiring companies that employ 250 or more to report such information. Some agencies reported pay gaps far wider than the median across qualifying WPP agencies; the highest listed was JWT’s median pay gap of 44.7 percent.
“In the last year, conversations about gender inequality and power imbalances in workplaces have, rightly, gained momentum in the media and high-profile industries,” TMW Unlimited senior strategic planner Jen Cownie said in a statement. “We wanted to create something which could show how those big issues—the pay gaps and workplace sexual harassment—are built on smaller actions: the everyday experiences that are often dismissed as ‘normal,’ or which people don’t challenge because they’re afraid that they’ll be seen as making a fuss or being oversensitive.”
“By flipping the narrative in this film, we’re highlighting the absurdity of some of these all-too-familiar situations, and using humor to encourage managers across all industries to call them out when they occur,” she added.


@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.