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by Weiden + Kennedy, was one of several similar events held across the country , throughout the year, Lukasik was also a panelist at the event. Gordon’s work in the movement has earned her numerous accolades and speaking “ 8a~ ts « of audiences a c r e s S country and abroad. She also writes a business blog, and in 2013, Advertising Age m med Gordon one of the Top 10 Women to There’s a business imperative for diversity It’s good for profitability,” Gordon said. And advertising shapes how (people) feel about their bodies, their health, who Urey want to vote for, what car they want to drive This shapes culture. We have to make sure they get a healthier media diet.” It’s especially true for what children see- Accordmg to studies cited by the American Academy of Pediatrics, the average child is exposed to more than 40,000 TV commercials a year. Today three years into the 3% Conference, the number of female directors working in the advertising industry has risen to about 11 percent, according to Gordon’s research. But that s still not good enough for the young women who are looking to break into the more influential and affluent positions According to the ACLU, the number of female students in prominent film programs who are focusing on directing is fairly equal to men. They’re just not getting hired. “It’s not a pipeline problem,” Gordon said in ere are many women working in the industry, just not getting directorships, she said. Rather, the problem is a combination of gender nuances such as confidence levels and self-promotion. For example, Gordon referenced a study that showed that, unlike men, women often do not apply for positions unless they m eet all or nearly all the requirements of the job. Women also are less likely than men to put themselves forward for awards, she said. And there is work experience. It’s hard to get on the popular lists — lists that circulate among clients — if you haven’t been hired. “I call it death by a thousand paper cuts,”> said Gordon, who has surveyed many women in the business through her work with the 3% Conference. “There were a lot of small things that become cumulatively intractable. There’s an unconscious bias. There’s difficulty with the unpredictably of the work, X if you have kids and are not available for all- became the first African-American woman to the camera, it can influence the type of be appointed principal dancer with the stories told, the number of lines women American Ballet Theater. The investment is “Miss Representation,” the 2011 have, the number of female characters on the paying off for Under Armour in the doomientary, is faied with statistics and screen and the quality of the discussion ” marketplace, Lukasik said. studies about the impact of the male- On the other side of the spectrum, Gordon Goodman said. “When you exclude women dominated film and television industry. from behind the camera, it’s not only recently called out an advertisement by a Women are underrepresented in movies and exclusion from employment, but also skewing oeattle-area real estate company. The a"h are almost always presented the actual cultural product we see on our company’s ad had a split image, comparing a n e ^ e X ^ ° n aP " ’ POSitiVeOr screen.” part-time agent,” portayed as a mom at The problem isn’t so much straight-up more often than men * home, overwhelmed by gender discrimination as much as an shown in sexually K three unruly children, unconscious bias, Goodman said. It’s the revealing clothing, with to “full-time notion that it is inherently more risky to hire ! professionals,” an emphasis on thinness and sexuality women, to trust women with bigger-budget embodied by two men products and that they won’t be as strong according to the in a business setting, leaders on the s e t The same sort of bias that documentary sources. dressed in suits and holds women back in all sorts of positions, The popularity of smiling for the camera. the film prompted holds women back in directing, she said. The message producer and director , When it comes to the role of director, underneath was “Who Jennifer Siebel would you rather most of us still think of a white man That’s Consumer spending Newsom to create The represent you?” a culturaJ.bias problem,” Goodman said. influenced by women Representation Project, The backlash against Hirers may not be conscious of the fact that the ad was so severe, a multimedia they prefer white male candidates.” the company, Costello educational movement They are not discriminatory on the face of & Costello Real Estate aimed at ending it, but they have the effect of shutting women Group, issued a public* stereotypes, gender or out, she said. apology. otherwise, in media. Creative directors at U.S. ad The courts have recognized that when The consumption of you have hiring systems based on network agencies in 2012 who were women or the ACLU, which this kind of negative and word of mouth, they perpetuate bias,” coi continues to collect imagery has been Goodman said. “People hire what looks like stories from women in linked to physical and them and the stereotype of who has these the film, television and mental health problems jobs.” commercial industries, among women, along To help young ^bm en “see” their the issue is one of civil with low self-esteem potential, Lukasik has created a job shadow Creative directors at U.S. ad justice. and confidence levels. program that gives students access to the “This is an agencies today who are women “That, to me, gets to world of commercial directing, which means employment and civil how women are making all the creative decisions, giving the rights issue,” said portrayed in media,” Source; The 3% Conference °F{ ie r s to c rew s a n d a c to rs, a n d g e ttin g Melissa Goodman with Lukasik said. “How do things done post-production. . th e ACLU. “T h e you truly give women It s very intimidating. It’s very difficult,” industry is huge, large, the same chances as Lukasik said. “I just wanted other filmmakers important and men if you are focused so much more on to have the opportunity to see what it looked powerful, both in terms of not only their looks, and everything but their brains? employing a substantial number of people but like to have a woman directing.” And that’s what media does. Advertising and Lukasik is also working with a team to the product has a tremendously huge cultural music videos are some of the worst offenders impact. Those two things were why we produce a public service announcement on in terms of how women are portrayed in focused on this. The exclusion of women the gender inequality issue and the job media. And if you could have more women in from a large, profitable and influential shadow program, hoping more directors get creative leadership roles, I think that industry is very important to the ACLU.” involved and open their sets. The piece, pendulum would swing the other way.” It also has a tremendous ripple effect in which will be animated, is expected to be As an example of doing it right, Lukasik our culture, said Goodman, who is the completed this fall. It’s release will be posted notes the “I will what I want” campaign by director of ACLU of Southern California’s through the 3% Conference social media Under Armour, which features stron& female LGBTQ, Gender and Reproductive Justice feeds. athletes defying stereotypes and overcoming Project “Everybody knows it’s a problem,” she adversity. A recent installment featured “There have, been many studies out there said. “I’m tired of just chatting and talking ballerina Misty Copeland, who this year that show that when you have women behind about it.” ' Chtoa^SS1°nS °r laSt'minute fl‘Shts t0 80% 3% 11% | J bi Are you a Veteran experiencing or at risk of ■a. F ll i becoming homeless? 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