The Aunties, in partnership with feedback technology company Signals, has launched Auntie Intel, an anonymous messaging tool designed to better understand how women, non-binary and gender diverse people are feeling across the advertising and creative industries.
The initiative provides a simple, monthly check-in that collects real-time sentiment from The Aunties’ 2,500+ members. The goal is to generate a deeper understanding of how the community is feeling throughout the year, across pitch patches, school holidays, major events and the general rhythm of industry life, to uncover insights at scale and channel it for good.
Consisting of a monthly email or Whatsapp message, Auntie Intel requires a simple response - a thumbs up or down, with the option to elaborate. And by design of the Signals platform, it is 100% anonymous.
The data collected from Auntie Intel will be analysed and regularly communicated to wider industry throughout the year. And these insights will also provide direction for The Aunties to act on as a collective.
Phoebe Sloane, founder Auntie, The Aunties, said most industry surveys are annual and time consuming, but the pace of change in our industry, and the world more broadly, calls for something more responsive.
"With everything going on right now, it felt like the right time to assess," she said.
"We wanted to create a tool that updates the industry in real time, highlights what we can be doing better, and help shape where we focus our programs, time and energy as volunteers."
David Keating, CEO, Signals, said the team is proud to support The Aunties.
"We’re incredibly proud to support The Aunties and contribute to a movement that’s creating meaningful change," he said.
"By helping surface the real experiences of women in our industry, we hope to play a small but important part in improving workplace culture and building a more inclusive, respectful environment for everyone.”
Credits:
Art Direction - Ruby Koco
Design - Georgia Emery
Motion - Amy Smith
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