The Career Shredder

Streaming the destruction of 74k CVs was a “hauntingly brilliant” metaphor for the systemic waste at the heart of pregnancy and maternity discrimination, communicating at scale both its banality and brutality. Careers shape our identity. CVs represent a life’s work. On LinkedIn, posts about parental leave, redundancy, or discrimination are seen as "career suicide"; 90% of content focuses on career wins. To target this culture of silence the concept had to encourage collective action. By subverting LinkedIn, we triggered a ‘Me-too’ moment for mums that transformed personal shame into a public reckoning that helped legally enhance protections for pregnant workers.

Category

Digital Online - Conceptual Idea (campaign)

Client:

Pregnant Then Screwed

Entered by: