The campaign will span five continents, 20 countries, and 23 agencies, including Canela.
To date, 2,028 hours have been pledged to be donated throughout the year to organizations and NGOs that support women’s empowerment.
To mark International Women’s Day, the communications agency Canela has launched “Stop Working for Change”, a global initiative that highlights the professional challenges faced by women—particularly in the communications industry—with the goal of creating meaningful societal impact.
This year, 23 organizations from 20 countries, including Canela, have joined the Stop Working for Change campaign. These organizations will pause operations, fully or partially, on March 8 and will collectively donate 2,028 pro bono hours in 2024 to NGOs focused on women’s empowerment.
In today’s context, where gender inequality remains prevalent, it is essential to note that only 6% of companies in Spain are led by female CEOs. The gender pay gap in Spain stands at 15.7%. From a media perspective, only 20% of the experts quoted in publications are women.
“International Women’s Day has been ‘celebrated’ since 1975, which means it’s approaching its 50th anniversary. Despite this, the challenges women face remain significant, as shown by today’s figures. The communications industry is predominantly female, yet the highest-ranking positions are still held by men. We want to use our knowledge, experience, and time to drive real change. This campaign isn’t about a single day of action; it’s about a continuous commitment to equality,” says Deborah Gray, founder and Managing Director of Canela.
Two phases for real change
This initiative consists of two parts. On March 8, participating agencies will close their doors, either fully or partially, to join a global strike for equality. All employees will set up Out Of Office (OOO) messages explaining the reasons behind the action. This gesture aims to create visible impact and raise awareness about the urgent need for change.
In the second phase, participating agencies will donate pro bono hours to organizations working toward women’s empowerment. Canela will donate 8 hours per employee, amounting to 240 hours in Spain and 56 in Portugal. This approach transforms the symbolic action into tangible, long-term support for causes advocating for equality.
A global movement for equality
Stop Working for Change is a call to action for the communications industry. Agencies, men, and women alike are invited to join this movement and work together toward a more equitable future.
The campaign will take place in Spain, Portugal, the United Kingdom, the United States, South Africa, Japan, Ecuador, Chile, Uruguay, Paraguay, Costa Rica, Nicaragua, the Dominican Republic, El Salvador, Belize, France, Germany, Brazil, and Poland. It will be carried out by Canela, About PR, Liberty., Mum Abroad, Oink My God, Red Ribbon Communications, TrainTracks, Dimitrakis, Hope & Glory, Sherlock Communications, Red Lorry Yellow Lorry, Ellephant Comunicação, Omertà PR & Influence, LikeBrands, Sing Comunicação, With, Enterie, NEI, APECOM, Felicidad Collective, Unicorn, and Phenix.
The pro bono hours pledged so far will benefit organizations including Fundación Madrina, Cicla, Inspiring Girls, Tara For Women, Young Women’s Trust, TechGirlz, 4Voices, SIG España, 18Twenty8, Asia-Japan Women’s Resource Center, Suprarecicla, Women in PR, TPM – Todas Para o Mar, I Can Be, FemTechLab, SOMA Surf, Mulheres à Obra, Rodzice dla Klimatu, Casa de Santo António, Crucesxrosas, Associação de Mulheres contra a Violência, and Lar Mei Mei.
A long-term commitment
This is the second consecutive year that Canela has run this campaign to champion the role of women in communications and society. Last year, the initiative was limited to a national level but succeeded in raising 320 hours—thanks to the help of About PR—that were donated throughout 2023 to projects by Inspiring Girls, Coachability, and Teta & Teta.
More details about the campaign can be found here: Stop Working for Change
