The global initiative, which brings together agencies from around the world to contribute their time, talent and creativity to projects aimed at empowering women, has exceeded its target of accumulating 5,000 hours since 2023
74% of the agencies that took part in last year’s edition are participating again this year, demonstrating the sector’s loyalty and ongoing commitment to gender equality
Canela will dedicate 248 hours to the “Training for Change” programme, providing training to female entrepreneurs and spokespersons for organisations in communication skills and professional visibility
Barcelona, Madrid, 8 March 2026 – What if dedicating just one hour of our working time could achieve something much greater? Three years ago, Canela turned this idea into a global movement. This is how Working For Change came into being, an initiative that brings together agencies from around the world to donate their time, talent and creativity to projects that promote gender equality. This year, the campaign has broken its annual record, reaching 2,904 to date, a figure that reflects the growing commitment of all participants.
A commitment equivalent to more than four years of one person’s work
Furthermore, the target of 5,000 cumulative hours since the start of the campaign has been exceeded, reaching a total of 7,184 hours since 2023, dedicated to supporting women and organisations that promote their professional empowerment. To put this figure into perspective, it is equivalent to more than four years of work by a full-time employee in Spain. This figure demonstrates the scale of the communications sector’s commitment to generating a real and sustained impact.
“Time is, without a doubt, the most valuable resource we have in our sector. Donating hours goes beyond a symbolic gesture; it is a genuine and committed decision, it is dedicating our talent, creativity and experience to projects that are not part of our business, but are part of our responsibility as a sector,” explains Deborah Gray, founder and CEO of Canela. “Equality is not built solely on messages or one-off campaigns; achieving it requires constant and consistent action that generates a real impact.”
Since its inception, Working For Change has grown from a local initiative in Spain and Portugal into an international movement, with agencies from 21 countries joining forces to contribute their time and talent this year. Although each country faces different social, cultural and economic realities, the diagnosis is the same: progress towards gender equality remains far too slow. These are the agencies that have recognised this reality and joined the campaign to help bring about change: About PR, Adel & Link, Candour Communications, Canela, COMMSX, Dimitrakis, GMA Creative Firm, Hope&Glory PR, Liberty, Mum Abroad, MindMiners Collective, Omertà PR & Influence, PRP México, Red Lorry Yellow Lorry, Sherlock Communications, Significa, Sing Comunicação, Solve Strategies and WatchME PR, all committed to translating gender equality into real action through communication.
Of the 19 participating agencies, 14 were already part of the previous edition, representing a 74% retention rate and reflecting the sector’s loyalty and sustained commitment to gender equality, as well as the tangible impact of the initiative. Furthermore, the campaign continues to grow internationally with the inclusion of Hungary for the first time.
“The global reach of the campaign demonstrates that communication is a key tool for generating real impact in any context. Gaining visibility, structuring messages, training spokespersons and generating public conversation is essential in all markets. This ability to adapt to each country whilst maintaining a global vision and a shared purpose is what has established Working For Change as a strong and growing movement,” says Deborah Gray.
Training for Change: training for women’s empowerment
In Canela’s case, the commitment remains to donate 8 hours per employee, which this year amounts to 248 hours. These hours will be allocated to Training for Change, the training programme launched by the agency to boost the visibility and communication skills of women entrepreneurs and spokespersons for organisations focused on women’s empowerment. The workshops aim to address a worrying reality: women are cited as a source of information in just 26% of Spanish digital media content.
Through these sessions, participants work on key aspects such as how the media landscape in Spain operates, crafting strong messages, and effectively managing interviews and social media, acquiring practical tools to increase their profile and visibility. Beyond the technical content, Training for Change creates a safe space for sharing experiences and building support networks, boosting women’s confidence when taking on visible roles. The next session will be held in Barcelona in partnership with WITH, with the aim of continuing to train new leaders and helping to change this reality.
