In an industry where results are often measured in terms of impact, headlines, or metrics, at Canela we decided to measure something different: time. Time is one of the most valuable resources we have as communications professionals, and when donated with purpose, it can become a powerful tool for social transformation.
With this premise in mind, Working For Change was born, an initiative that converts working hours into real opportunities to advance gender equality. Three years later, the campaign not only continues, but has also gained momentum and demonstrated that sustained commitment generates visible change.
A record equivalent to more than four years of work by one person
The 2026 edition has set a new record: 2,954 hours donated this year alone and 7,234 hours accumulated since 2023. To put this into perspective, we are talking about more than four years of work by a full-time person dedicated exclusively to supporting women’s empowerment projects.
When this edition began, we thought that reaching 5,000 cumulative hours could be a particularly significant milestone for the campaign. Exceeding that figure confirms that when the sector unites around a common purpose, the impact can be greater than expected.
This year, 19 agencies from 21 countries are participating, and what excites me most is that 74% are returning from last year’s edition. That says a lot about the commitment and connection that is generated when we share a common purpose.
Communication as a tool for change
If we have learnt anything from Working For Change, it is that gender equality needs visibility.
Without visible role models, change takes longer to happen, because you can’t become what you don’t see. Organisations that promote equality have incredible stories and projects, and people with a lot to say. But often they cannot find a way to make their voices heard. That is where communication can make a difference.
Every project, every strategy or campaign developed alongside these organisations leaves us with something. It reminds us that our work not only amplifies voices, but also teaches us to be more conscious of how we use our talent and our time to bring about real change.
Training for Change: promoting female leadership
At Canela, we have once again committed to Training for Change, our training programme aimed at strengthening the communication skills of women entrepreneurs and spokespeople for organisations focused on female empowerment.
In this edition, we devoted 248 hours to this initiative, a time that was divided between the presentation and preparation of content and the training sessions. The programme addresses a specific challenge: the low representation of women as sources of information in Spanish digital media, where they account for barely 26% of citations.
The training goes beyond explaining how the media map works. We work on constructing solid messages, preparing for interviews, strategic social media management, and confidence in verbal and non-verbal communication. Our goal is to provide practical tools and create a space of trust where experiences can be shared and confidence can be reinforced in order to occupy spaces of visibility.
The next session will be in Barcelona alongside WITH, and we are excited to continue expanding this network and contributing to reducing a gap that is still structural.
Working For Change will continue to grow in 2027, and we would love to see more agencies join this movement. If you want your agency to transform working hours into real impact for equality, find out how to participate in the next edition at: https://workingforchange.es/
Deborah Gray is Founder and CEO
