This International Women’s Day, OYO announces #WomenInCtrl, its all-women hackathon
On the occasion of International Women’s Day, OYO invites participation for its all-women hackathon #WomenInCtrl. #WomenInCtrl is an initiative that seeks to put women at the center of OYO’s product development and technology teams.
The communication, in the form of an ad, is simple – it talks about the lack of gender parity that exists in the global workforce. The headline, in capital bold letters, reads ‘This ad was written by women. Approved by men.” The copy further goes on to make a frank admission about how Women’s Day discussions were being guided by men, to drive an ‘impactful message’. OYO chose to take a hard look at itself and change this reality. Instead, focus on building a diverse and equally represented organization. The women-only hackathon is one of the steps in this direction.
Commenting on the campaign, Mayur Hola, SVP of Global Brand, OYO says, “Women’s Day is just one day. So, will ads or campaigns actually make a difference by going Live for a day? We think not. So over the last few years, we’ve taken up initiatives as opposed to campaigns. In 2020, we decided lewd trolling towards women needed to be taken head-on and the ‘Safe Spaces’ initiative came into being. Over the last 2 years, 2 months, 8 days and counting, our ORM team (led by a woman and made up largely of women), schooled trolls who posted lewd comments directed at women, on our social platforms; 365 days a year. And we’re not done yet, the initiative continues. Over the last year, those comments have been reduced by 84%. And in 2022, it’s trending even lower. And now in 2022, we put #WomenInCtrl of our product development. As an organization, we are committed to bringing diversity to our teams. This is an ongoing effort and it’s about time we make it our focus. Ultimately we’d rather discuss our acts over our ads today.”
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