The Agency Collaboration
In 2017, Sweden’s advertising industry was shaken when #sistabriefen came out. It was proof that our industry hadn’t been spared as #metoo spread across the world. And instead of ignoring these important stories and testimonies, we decided it was time for action.
A couple of months after over 2 000 women signed #sistabriefen/#metoo, 75 participants from 68 Gothenburg agencies, organisations and schools met during a workshop to figure out what we need to do to move forwards. What kind of industry do we want to work in? How can we go from #metoo, to method?
The result of the workshop, as well as hard work afterwards, was a code of conduct: The Agency Code. It has since been adapted by the 75 agencies, schools and organisations who in 2018 started working for an inclusive, equalive and respectful creative industry in Gothenburg.