This year, the campaign evolution to Keep Working for Change, reflecting the need to stay committed every day of the year.
The initiative will be implemented in 22 agencies in 22 countries.
For the moment, 1,850 hours have been collected and will be donated throughout the year to women entrepreneurs, women-led businesses and NGOs dedicated to women’s empowerment.
For the third consecutive year, Canela is launching Stop Working for Change, its global campaign to demand gender equality in the workplace and in society in general. This initiative was born in 2023, as a call to action in which communication professionals stopped their activity to donate their time and expertise to organisations that support women. In 2025, as International Women’s Day happens falls on a Saturday, the campaign evolves to Keep Working for Change, reflecting the need to remain committed every day of the year.
Despite recent progress, gender inequality in the workplace is still evident. In Spain, only 27% of CEOs are women, and less than 30% of experts quoted in digital media are female. Moreover, the pay gap is still around 15%, reflecting persistent barriers to equity.
‘The road to gender equality cannot be limited to a single day. Despite progress, challenges remain, especially in sectors such as communication, where the majority of the workforce is made up of women, but the top positions are still in the hands of men. With Stop Working for Change, we want our commitment, knowledge and time to contribute to real change, because equality is built every day,’ says Deborah Gray, founder and CEO of Canela.
Loyal to this philosophy, Canela and 22 other agencies from 22 countries have reaffirmed their commitment to continue driving real change. As in previous years, each agency will contribute a minimum of 8 hours to support women entrepreneurs, women-led businesses and NGOs dedicated to women’s empowerment. So far, a total of 1,850 pro bono hours have been collected. In the case of Canela, the contribution will be 8 hours per employee, reaching 240 hours in Spain and 48 in Portugal.
A global movement that continues growing
The campaign will be implemented in Argentina, Belize, Brazil, Chile, Costa Rica, Czech Republic, Dominican Republic, Ecuador, El Salvador, France, Germany, India, Nicaragua, Paraguay, Poland, Portugal, Spain, Ukraine, United Arab Emirates, United Arab Emirates, United Kingdom, United States and Uruguay – and will be carried out by About PR, Adel & Link, Bi Universe, Candour Communications, Canela, COMMSX, Dimitrakis, Enterie, Felicidad Collective, Hope&Glory PR, Kalvin Public Relations, Liberty, Mum Abroad, NEI, Oink My God, Omertà PR & Influence, Profeina, Red Lorry Yellow Lorry, Sherlock Communications, Sing Comunicação, Solve Strategies, The Wilful Group.
The donated pro bono hours will currently be donated to 4Voices, A Avó Veio Trabalhar, Afesu – Associação Feminina de Estudos Sociais e Universitários, Alba Cardalda, Psicología y neuropsicología, Dejamos Huella, Escuela Cooperativa Textil Nadia Echazu, Inspiring Girls, Lightly Technologies, Mujeres de Mar, Projeto Vivas, Rodzice dla Klimatu (Parents For Future Poland), Recicla LATAM, Yo No Renuncio.
Trainings for Change: training to promote equality
The message of Stop Working for Change is clear: equality is not just a one-day claim, it’s a continuous effort. This campaign is not just a symbolic gesture, but a tangible and effective action that seeks to bring about structural changes in the workplace and in society in general.
For this purpose, as part of this initiative, we are launching Trainings for Change, a series of free media trainings that will start in Barcelona. These two-hour face-to-face workshops are aimed at women entrepreneurs and spokespersons of NGOs dedicated to women’s empowerment. With a minimum capacity of 10 and a maximum of 20 people, participants will learn how to communicate effectively with the Spanish media, acquiring key tools to amplify their impact and visibility.
If you would like to attend these workshops, please register at: hola@stopworkingforchange.com or hola@canelapr.com
Click here to download the images of the actions carried out in 2024.
For more information about the campaign and how to get involved, visit: https://stopworkingforchange.com/
