The Aunties launches Auntie Intel initiative to better understand how women feel in advertising and creative industries

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. 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 importantly, these insights will also provide direction for The Aunties to act on, as a collective.

Creating a safe space

"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," Phoebe Sloane, founder Auntie, The Aunties, 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."

Danny Bos, CTO, Signals said: "At Signals, anonymity is at the core of what we do. It creates a safe space for people to share honest, unfiltered experiences without fear of judgment or consequence. Partnering with The Aunties allows us to extend this safe space to women across the industry—helping ensure their voices are heard, protected, and ultimately acted upon."

David Keating, Signals CEO, said: "We’re incredibly proud to support The Aunties and contribute to a movement that’s creating meaningful change. 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."

The Aunties is open to women, non-binary or gender diverse people in the advertising and creative industries. The Aunties would love to hear how you’re feeling month to month. All levels of experience and work circumstances are welcome, whether you’ve just started in industry, on mat-leave, freelance or been around for decades, all intel is welcome.

Creative Credits
Art Direction - Ruby Koco
Design - Georgia Emery
Motion - Amy Smith

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