50 Specific, Actionable Steps Hollywood Can Take to Advance Gender Equity Supported by Eva Longoria, Lily Rabe, Gloria Calderón Kellett, Jonica Booth, Nia Vardalos, Catherine Hardwicke, Nisha Ganatra, Stephanie Allain, Robbie Brenner, Alana Mayo, Gigi Pritzker and more.
On 22nd January, 2024, at the IMDb, WIF and Entertainment Weekly Dinner Party at the 2024 Sundance Film Festival, WIF announced the official launch of its Action50 Campaign, a list of 50 specific, actionable steps that Hollywood can take to further advance gender equity in the screen industries. Ranging from actions like following 50 women, nonbinary, and trans creators on social media, to increasing new-hire gender diversity by 10% in 2024, some steps are a lighter lift, while others can create immediate and transformational change in the industry. The event celebrated the 50th anniversary of WIF and their ongoing, years-long collaboration with IMDb to advance diversity, equity, inclusion, and accessibility progress in the entertainment industry. WIF recently consulted on options for IMDbPro members to self-identify searchable demographic information that appears on their IMDb and IMDbPro name pages and helps under-represented professionals be discovered by people and companies looking to hire more inclusively.
“For 50 years, WIF has fought for gender equity in the screen industries. We’ve seen incredible progress on these issues since our efforts began in 1973, but it’s clear there is still so much more work to be done,” said Kirsten Schaffer, CEO of WIF. “Stories have the power to change culture, yet in the most powerful storytelling industry in the world, women, nonbinary and trans people are still chronically underrepresented. Through Action50, studios, individuals, and organizations will have a clear roadmap of how they can continue to advance gender equity – with the hope that in the next 50 years, organizations such as WIF may not need to exist.”
Throughout 2023, largely during the WGA and SAG-AFTRA strikes, WIF hosted private salon-style dinners and gatherings – with Hollywood creatives, executives, and legends – to garner ideas about what an ideal Hollywood should look like. These discussions were then leveraged to create Action50.
During these salons, attendees such as Eva Longoria, Jonica Booth, Catherine Hardwicke, Stephanie Allain, Robbie Brenner and many more were invited to ‘sign on’ to steps they were committed to take themselves or through their companies. As part of this initiative, WIF will conduct follow up with participants for accountability and data collection to measure success.
“When we truly listen to the concerns and ideas from people of all different backgrounds and identities, we unlock the power to create real, lasting change – and that’s what WIF set out to do with these salons,” said Lake Bell, chair of WIF’s 50th Anniversary Committee and host of the WIF salon for industry creatives. “Hearing firsthand from those most impacted by Hollywood’s inequities allowed WIF to identify what advocacy areas were most important to center in the years to come.”
Throughout its 50 years, WIF has worked to transform the culture in Hollywood by helping build the pipeline of emerging creatives – offering mentorship, networking, education and more to help lower systemic barriers in accessing jobs – creating fellowships, workshops and an industry helpline to help sustain the careers of those currently in the industry, and continuing to advocate for change across Hollywood through initiatives like ReFrame, awareness campaigns, research, and community support.
WIF’s 50th Anniversary is presented by Johnnie Walker Blended Scotch Whisky with support from official partner Max Mara. Both Johnnie Walker, as part of its long-standing commitment to gender equity, and Max Mara, a committed 20-year partner of WIF have invested significantly in WIF to advance its mission and underwrite its programs to empower women as storytellers. The Action50 campaign creative was made possible by the generosity of WIF partner Saatchi & Saatchi.
Founded in 1973 as Women In Film, Los Angeles, WIF is celebrating 50 years of working for gender equity. WIF’s advocacy, career programs, and research efforts are a driving force for increasing gender representation in Hollywood. WIF works to dismantle gender bias in the screen industries by building the pipeline, sustaining careers, and advocating for change. Membership is open to all screen industry professionals, and more information can be found on their website: wif.org. You can follow WIF on Twitter, Instagram, Facebook, TikTok, and YouTube.
About the Sponsors
IMDb is the world’s most popular and authoritative source for information on movies, TV shows, and celebrities. Products and services to help fans discover and decide what to watch and where to watch it include the IMDb website for desktop and mobile devices; apps for iOS and Android; and, X-Ray on Prime Video. For entertainment industry professionals, IMDb provides IMDbPro and Box Office Mojo. IMDb licenses information from its vast and authoritative database to third-party businesses worldwide; learn more at www.developer.imdb.com. IMDb is an Amazon company. For more information, visit www.imdb.com/press and follow @IMDb.
Johnnie Walker is the world’s number one Scotch Whisky brand, enjoyed by people in over 180 countries around the world. Since the time of its founder, John Walker, those who blend its whiskies have pursued flavor and quality above else. Six generations of skilled Master Blenders have pioneered and crafted bold new flavors that have transformed a small Scottish grocery store business, founded in 1820, into an international whisky business selling stylish, authentic, and iconic blends. Today’s range of award-winning whiskies includes Johnnie Walker Red Label, Black Label, Double Black, Green Label, Johnnie Walker High Rye Blended Scotch Whisky, Gold Label Reserve, Aged 18 Years and Blue Label. Together they account for nearly 19 million cases sold annually (IWSR, 2019), making Johnnie Walker the most popular Scotch Whisky brand in the world.
Founded in 1951 by the late visionary Achille Maramotti, MAX MARA is one of the highest expressions of Italian luxury and style. A contemporary collection of ready-to-wear and accessories for today’s powerful women. Recognized for its timeless designs and its luxurious fabrics, Max Mara is revered for the classification of the absolute coat, sharp suiting, and modern accessories. Max Mara is distributed in 2,500 locations in more than 100 countries worldwide. The Max Mara Fashion Group counts nine different brands. The company remains privately held and managed by the Maramotti family.