Dear South African Advertising and Marketing Industry,

 

We have all seen it.
We have all felt it.
We all have a story to tell.

 

An offensive comment, a subtle prejudice, a suggestive compliment, a hand on a lap, a hidden bias, open aggression,
a raging tyrant, a not-so-obvious bully, an ambiguous invitation, a scary elevator ride, a closed door.

We are all complicit until we all do something about it.

 

What follows is the first of its kind – a Code for our entire industry.

 

I want to make this industry a better one. One that is fair and safe and free. #OnMyWatch, we will recreate this industry.
It will be better. It will have a conscience. It will be held accountable, and it will protect.

 

I will start by hiring fairly, by ensuring diversity and inclusivity in our teams, where diversity means all kinds of people,
and inclusivity means true representation.

 

I will make sure that no one is discriminated against based on gender, race, class, age, language, sexual orientation,
religion, and level of seniority.

 

I will ask that each of us check our biases and our microaggressions at the door.

 

#OnMyWatch, all women and men will be safe from innapropriate behaviour, abuse and harassment. I want everyone
to know that harassment is actually discrimination. It includes any behaviour that is disrespectful, degrading, intimidating,
hostile and offensive. No one should feel free to touch you or hurt you in any way.

 

#OnMyWatch, we will focus more on the work and less on your accent, how you look or what you wear.

 

#OnMyWatch, you will feel free to speak up in a boardroom or any room – and not fear that your job might be
threatened for doing so. I will not let you be interrupted, intimidated or overlooked. And I will speak up for the ones
who feel they have no voice.

 

I want ‘her’ and ‘him’ and ‘them’ and ‘they’ to feel safe in meetings, on set, in studio, and at industry dinners and parties.
I want us to stop force feeding shooters and distasteful jokes to our people. I want happy hour to be truly happy and
not someone’s worst nightmare.

 

#OnMyWatch, I will educate myself, and call out bad behaviour – even if it is from a friend or a big client.
A title is not a licence to bully. I will protect our people from being exploited, from aggression and prejudice –
even if it threatens business.

 

#OnMyWatch,we are all no longer silent, no longer fearful, no longer alone.

 

This is more than a Code – it is the blueprint for a new and better industry.
This is our responsibility to the next generation.

 

I will adopt this Code with honesty and integrity. I ask you to do the same so that one day we will have
better stories to tell – stories we can all be proud of, where creativity, respect and freedom are upheld and honoured –
where young men and women are unstoppable and go on to have powerful, lasting, and meaningful careers.

 

#OnMyWatch, we must all honour this Code because it’s the right thing to do, because the people
make this industry, and the people are worth fighting for.

 

Are you ready to make your pledge?

By signing below, you are standing for integrity, equality, and respect in our industry. You are choosing to be part of the change. To hold yourself and others accountable. Together, we can make our industry safe, fair, and fearless.