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Case
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Reference no. 9-421-075
Published by: Harvard Business Publishing
Originally published in: 2021
Version: 16 April 2021
Length: 6 pages
Data source: Published sources

Abstract

Ros Atkins launched the 50:50 Project on a BBC news program her anchored, deciding with his team to start tracking the gender of the contributors and experts featured on the show. Before long, it was clear that monitoring the data led to increased awareness of a gender gap which in turn spurred action - the representation of women and men equalized. Atkins knew the simple process could have a significant impact, so he worked with colleagues to implement the project throughout the BBC. Rather than try to institute a mandate or directive from the top, Atkins took a grassroots approach, sharing the process and its success with colleagues personally. More and more programs adopted the effort, and ultimately the head of the BBC publicly endorsed it. Over time, 50:50 became a self-sustaining program adopted across the entire organization and beyond. Atkins dedication to gender equality in the media offers a compelling example of the potential that lies with male allies.

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Abstract

Ros Atkins launched the 50:50 Project on a BBC news program her anchored, deciding with his team to start tracking the gender of the contributors and experts featured on the show. Before long, it was clear that monitoring the data led to increased awareness of a gender gap which in turn spurred action - the representation of women and men equalized. Atkins knew the simple process could have a significant impact, so he worked with colleagues to implement the project throughout the BBC. Rather than try to institute a mandate or directive from the top, Atkins took a grassroots approach, sharing the process and its success with colleagues personally. More and more programs adopted the effort, and ultimately the head of the BBC publicly endorsed it. Over time, 50:50 became a self-sustaining program adopted across the entire organization and beyond. Atkins dedication to gender equality in the media offers a compelling example of the potential that lies with male allies.

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