As the initiative reached the golden digits with 50 member-agencies having signed up, EEMA President and founder-director Wizcraft International,
Sabbas Joseph opined, “We Care is symbolic of the transformation and change that is sweeping the media and entertainment industry. Women are being accepted as equals with similar capability. The commitment by over 50 leading event and brand activation agencies is fantastic and a sign of times to come. On behalf of EEMA, I’d like to urge more agencies and the allied industries to join this movement that promises safety, dignity and equality for our women”.
While We Care embraces the issues of safety of women in the events and entertainment industry, manned as it is by more than 50% women, it also represents responsibility and ownership indicating a strong will for equality in the work place and mutual respect. The initiative has been cited as forward-thinking and sensitive with regard to addressing the challenges faced by female colleagues.
Speaking on the initiative, actor
Tisca Chopra said, “I am thrilled that EEMA has taken a stride so powerful and pertinent with We Care. It shows that the guys at EEMA are not just sharp, they are awake to the need of the times and responding to that with SHH, SAFE & MOM is just worthy of applause.”
Supporting this change and transformation,
Oum Pradutt, MD of Phase I, We Care’s 50th respondent, elucidated his reasons for his organisation signing up for We Care, “Phase I has always encouraged women at all levels, which is reflected in the number of women we have in the Leadership Team. From converting a section of the office space to a crèche (when required) and flexible work hours, to providing cab facilities along with a trusted colleague and much more, it is in our culture to treat the comfort and safety of our women as top priority.” He however also feels that “Women are and always will be a step ahead of men and they shouldn’t position themselves any less.”
GG Encompass joined We Care, because as
Roshan Abbas, the company’s CMD says, “Geometry Global Encompass Network has always been a believer of equal opportunities. We’ve treated our talent as members of a family and are proud that a majority of our leadership is women. Together the team has built a safe and secure workplace along with many industry first initiatives. From late night drops with security to recharge leaves, from maternity benefits to leadership programmes we have championed this always. Adding our name to We Care is a reaffirmation of this belief.”
With the leaders in the business putting their weight behind it, the effort is to make We Care a relevant and compelling movement in a largely male dominant industry.
