The campaign, launched in the framework of the celebration of International Women’s Day, seeks to reduce the statistics of inequality that exist between men and women in the film, television and advertising industries.
Both Lifetime and WAWA seek to support and strengthen the role of women in front of and behind the screen.
LIFETIME and WAWA (Worldwide Audiovisual Women Association) signed a strategic alliance to support the role of women before and behind the screen, recognizing the achievements of all in the audiovisual industry and highlighting the figures of inequality within the entertainment industry: cinema , television and advertising, among others, with the launch of the LIFETIME multiplatform communication campaign «Let’s play the same on the screen».
In order to give it the boost it requires, “Let’s Play the Same on the Screen” will consist of three stages:
The first, starting on March 6, will begin with the diffusion of different promos and digital content that will seek to EVIDENCE THE ALARMING FIGURES OF INEQUALITY IN CINEMA. LIFETIME will intervene in cinemas and screen a film on just 10.6% of the screen, to show the same percentage of female directors in the highest grossing films of 2019.
The second stage will be in April, when the CALL FOR FILMS AT UNIVERSITIES opens; in search of new female talents in audiovisual careers. The award will be to give the winners the opportunity to expose their work on the different Lifetime screens, as well as offer them a mentoring through the programs established by WAWA in the different countries of Latin America, in which different professionals associated with WAWA will be in charge of sharing their experiences and knowledge helping them to project their professional careers, finding and maximizing their talents.
Roxana Rotundo, member of the WAWA Board of Directors, expresses with great enthusiasm that this alliance with Lifetime: “This is a great step for the WAWA organization, because this initiative creates opportunities for new female talents, opens doors for creative women, and In an organic way, our mentoring leaders are part of a productive work in the world of entertainment ”.
The third stage, which begins in May, will consist of the launch of a four-episode miniseries on YouTube, a social experiment where we will talk about women behind the camera and the stereotypes that exist around this topic.
The alliance between LIFETIME and WAWA with «Let’s Play Equal on the Screen», amplifies the efforts of both brands in supporting women in the entertainment industry on the screen: cinema, television, advertising, among others. Cecilia Gómez de la Torre, founder of WAWA commented that «four years ago, when we founded the organization, we knew that we would have a great mission ahead and, fortunately, the response from companies and industry executives was immediate.» For us, the vision for the future of the industry is important and we can highlight the role of women as a fundamental part of it. And this agreement is a reflection of that, a great mission that allows us to continue growing and generating greater integration, «she adds. .
With this cross-platform initiative, LIFETIME and WAWA raise their voices and join a global conversation to tackle gender inequality. LIFETIME works day by day to change the statistics and today it launches to carry out an awareness exercise, promoting an important change and opening opportunities from the media.
It should also be noted that, through its strongest pillar, LIFETIME MOVIES, films produced, directed and written mainly by women, LIFETIME seeks to make the audience aware of the behind of the movies that are on screen and thus achieve an emotional connection that also creates awareness and generate change. LIFETIME supports women to change statistics. In 2019 Lifetime Movies movies have been written 82% by women, 78% directed by women, and produced 67% by women, according to Women and Hollywood and SDSU Celluloid Ceiling Study 2019.
«At LIFETIME we promote respect, inclusion and equality for women to change current statistics, under the philosophy that small actions generate great actions. Lifetime is a multiplatform that seeks to increase the participation of female talent on a daily basis in front of and behind the cameras, generating a unique and solid proposal of content and entertainment for today’s woman such as our Lifetime Movies, «says Carmen Larios, VP Senior Head of Content of Lifetime Latin America.
About «Let’s Play Equal»
As its definition indicates, to PLAY is to carry out an action by exercising some capacity or skill, so Let’s Play Equal, is an invitation to have the same opportunities demonstrating the capacities or skills that each individual has regardless of gender.
It is such a colloquial name and that we use in many moments of life, it is definitely a project that reaches people in a natural way. «Let’s Play Equal» we understand it as the right that men and women have to make decisions in all areas of life, it is not about seeking privileges for women, but only having the same opportunities.
It is a global platform for collaboration between women, which seeks to build an active network in which its associates feel identified as a successful group of professionals in the media.
Lifetime is the entertainment brand that talks to women and connects them to their emotions. Lifetime entertains and celebrates Women by offering series and movies that make them protagonists in front of and behind the cameras. Lifetime reaches 56MM of homes. Lifetime is primarily aimed at Women 18-49.