When a film scene doesn´t turn out the way it should, or as great as it could - there's a Take Two.
A retake; a let's-do-it-over-until-we-get-it-right-take. That's what the media industry needs to as far as diversity and gender equality is concerned.
Take Two empowers individuals and businesses within the media and communications industries to create more gender equal and diverse workplaces, as well as more equal and representative productions, whether it is film, advertising, PR, the news media or other means of communications. We offer:
• EDUCATION - LECTURES, WORKSHOPS AND MENTORING
• NETWORK FOR COLLABORATION
• BEST PRACTICES PLATFORM
• CERTIFICATION - TO ENABLE EVERYONE TO MORE EASILY FIND GENDER EQUAL CERTIFIED PARTNERS
The film industry, TV, news media and advertising has a huge impact and responsibility when it comes to presenting and representing diverse and inspiring characters as role models. The work is often carried out in line with norms and traditions, sometimes perhaps without the awareness of what it tells the audience. But seeing that the world has changed with new expectations, a new awareness and not least a new, strong and well-educated/informed female population representing a strong ”she-economy”, we all need to review and reflect over our responsibility and work.
It is a question of equality and well as of profitability - if we cannot resonate with major target groups in a relevant way, we will not succeed.
A platform to enable a more responsible take on the media industry - through education, collaboration, inspiring best practices and certification.
We are currently available for lectures and workshops, as well as mentoring and coaching for leadership teams.
In the near future, we will also be presenting digital e-learning materials and checklists.
The goal is to provide a number of tools available online (online-training launching the Fall of 2020) and IRL to facilitate every step of
a production for more representative, equal and inspiring productions in film, TV, news media and advertising.
We are also working on a Certification process, in order for media professionals to better be able to find the best partners to collaborate with.
Lastly, we are a global platform and network for sharing best practices, good examples, resources and connections - we hope that you will join us!
Both organizations and individuals can join!
IT’S TIME FOR #TAKETWO.
TakeTwo was founded in 2017 by Viktoria Saxby, Gender Equality expert and Christina Knight, Creative Director and author.
Our backgrounds are within gender equality and diversity consultancy as well as within the communications industry.
By merging our competence and in all over 50 years' of experience, we are able to offer structural, long-lasting change to benefit everyone involved, including consumers and audiences. This is where you´ll find us!
Viktoria Saxby, firstname.lastname@example.org, +46 766 10 45 00
Christina Knight, email@example.com, +46 765 26 28 22
Viktoria Saxby is a Communications & Gender Expert specializing in gender equality, masculinities, human rights and international relations.
She has 20 yrs experience in working with gender, and has for the past 10 yrs created global campaigns and exhibits for multilateral organisations.
Viktoria also has a background as a Political Advisor, working for legislative reforms for gender equality, including laws against sexism in advertising.
She also conducts leadership trainings for a wide variety of clients - ranging from Swedish and international Armed Forces, Police departments and politicians to law firms and media
companies within the private sector.
While at university, Viktoria worked in the film- and commercial industries in Los Angeles for 9 years. Having worked on around 750 “Hollywood” commercial sets - she also has lots of personal experience from ”the inside” of the industry (film & advertising).
Viktoria is the founder of hopecomms.com
Her motto is "It always seems impossible - until it's done!"
Christina Knight is a Creative Director and
author. She has 32 years' experience of the advertising and communications industry, first as a Copywriter and since 2004, as a Creative Director. She has extensive experience of both
Swedish and international clients and has won several awards for her creativity, both within film, print, direct media, PR and digital.
Christina also has extensive experience of working to change the norms and structures of advertising and the ad industry as such. Her book 'Mad Women - A Herstory of Advertising" has gained worldwide recognition and she lectures around the world, advocating gender equality and diversity to create better workplaces in the industry, more relevant and profitable communication for brands as well as for consumers.
Christina is a frequent lecturer worldwide and a teacher at the Berghs School of Communication where she has lectured regularly since the mid-90's.
Christina is the founder of uknight.se
Her motto is "No guts, no glory."
Resumé 9 juni 2020:
I höst lanserar Viktoria Saxby och Christina Knight den digitala utbildningssatsningen TakeTwo - i syfte att skapa ett omtag för hela mediesektorn – film, reklam och nyhetsmedia.
Ett första steg togs när The Geena Davies Institute for Gender in Media hörde av sig och frågade om Christina Knight och Viktoria Saxby kunde utbilda film- och reklambranschen i frågor kring jämställdhet och mångfald, vilket nu alltså resulterar i TakeTwo.
Viktoria Saxby har över 25 års erfarenhet som exert inom jämställdhet, mångfald och inkludering. Hon har utbildat kring jämställdhet och
mänskliga rättigheter hos allt från advokatbyråer till Polisen och Försvarsmakten i Sverige, till film- och reklambyråer i Los Angeles och för ett flertal NGO:s såväl som på regeringsnivå i bland
annat Kongo och Mali. Hon står också bakom flera globala kampanjer
tillsammans med bland annat Världsbanken och FN och har dessutom varit politisk sakkunnig. I våras debuterade hon med boken ”Den Nya
Mannen: om pojkar, män och slutet på könskampen”.
Christina Knight är den person i reklambranschen som längst och tydligast drivit frågan kring jämställdhet och
representation, vilket bland annat gett upphov till två böcker ”Mad Women” och ”Not Buying It”. Hon undervisar och föreläser också regelbundet över hela världen kring vad jämställdhet och
mångfald bidrar till.
– I dag är det knappast någon som inte känner till vinsterna med jämställda och inkluderande arbetsplatser, men det kan vara svårare att veta hur man skapar och upprätthåller dem. Vi ville göra frågorna konkreta, tillgängliga - och roliga att jobba med, säger Christina Knight i en kommentar.
Duon valde onlineformatet eftersom det blivit praxis under pandemitider, är lättillgängligt, gör att flera kan utbildas samtidigt och ingen behöver vara borta från jobbet. Utbildningen omfattar
tio lektionspass vardera med fakta, praktiska exempel, best practices, konkreta och lösningsfokuserade ”how-to’s”, fördjupningsläsning, och ett avslutande quiz.
TakeTwo erbjuder också en certifiering för de byråer som vill skicka ett budskap
till sin bransch och till partners och kunder i frågor kring jämställdhet och mångfald. Certifieringen är mer krävande i att den utgår från genomgången online-utbildning för alla anställda och
ledning samt att allt nödvändigt arbete med och dokumentation kring jämställdhetsplaner, lönekartläggning och övriga policies för jämställdhet och mångfald finns på plats.
ANDREAS RÅGSJÖ THORELL
TAKE TWO IS LIVE AND ALIVE AND KICKING!
TakeTwo launched successfully and with a great audience present, at the Stockholm Feminist Film Festival on February 23rd.
The Stockholm Feminist Film Festival is an annual event held in Stockholm and TakeTwo was launched in conjunction with a panel debate including the leading voices of film and TV in Sweden:
Anna Serner, CEO at The Swedish Film Instiute
Michael Porseryd; SF Studio.
The debate was moderated by TakeTwo's Christina Knight.
In Swedish: Uppropet #TystnadTagning har synliggjort hur ojämställda strukturer tar sig uttryck i allt ifrån sexuella trakasserier till produktionsbudgetar och löner inom filmbranschen.
Skillnaden i lön mellan kvinnor och män är runt 15% och de senaste sex åren har män som grupp fått dubbelt så stor produktionsbudget som kvinnor – 1.1 miljarder kronor jämfört med 603 miljoner
Hur ser SFI, SVT och film- och TV-producenter på siffrorna? Och hur jobbar vi för en jämställd finansiering och representation?
Viktoria Saxby may be an unknown face to most, as she often stays behind the scenes. From working with the UN on gender equality issues in countries like the DR Congo, Mali and the Ukraine to training the Swedish Armed Forces in diversity, gender equality and leadership, she’s now set her eyes on a new mission: to make the creative industry a catalyst for change.
Recently, we had the pleasure of inviting her to B-Reel to talk about the structures of inequality and how unconscious biases shape the way we act and the work we do.
First things first, who are you and what do you do?
My name is Viktoria Saxby and I have been working with gender and masculinity issues for the past 25 years. It’s a job that has taken me to all kinds of places and situations around the world, including now to B-Reel.
What made you get involved with this line of work?
The short answer is that I wanted to save the world, by working to eradicate poverty and ensure peace and development. It only took about a week of my International Development Studies at UCLA to understand that the best way to do that is by championing equality. From there I worked with gang members in LA for five years, which is when I noticed how masculinity norms can be incredibly damaging to men and boys.
As many gender stereotypes cause problems that wouldn’t even have needed to be problems in the first place, I wanted to change attitudes and norms around gender. I understood that it could be the solution to many of the issues we all face, including economic and social sustainability and in protecting the environment.
What drives you?
Gender norms tend to be destructive as they often cause shame and unnecessary suffering. I want to change that. By focusing less on the problems and more on solutions and on modernizing social norms, I think we can get there.
One big factor in this is unconscious biases, which are preconceived ideas and ways of thinking that dictate how we perceive the world and the choices we make. My talks and trainings are predominantly about unconscious biases, as they are often at the root of why progress is so slow. We’ve all grown up in societies in which some people are privileged on account of their gender, race, sexuality or age which makes it difficult to spot problems as we consider them “normal”. We still see men as typical leaders and associate words like CEO, doctor or president with men, as these are positions historically mostly held by men. It’s difficult to be what you can’t see, but becoming more aware of the structures and norms that tell us what to be and what to think is a necessary step to be able to do something about them. Together with Christina Knight, Viktoria owns TakeTwo — a platform to encourage a more responsible creative industry.
What does that have to do with the creative industries?
The creative industries have a lot of power in producing and reproducing norms, which means that they greatly impact culture. For example, men in film take up 70 % of speaking time, which hardly makes it a surprise that when women in decision-making situations speak more than 25 % of the time, they are perceived to dominate and take over the room. By changing the way we portray people, we can change how we perceive things in our daily lives.
I’d say the creative industries have a lot of responsibility to counter current norms of what we perceive as “normal” by being more representative and inclusive. What roles do we assign to boys and girls, who’s active and who’s passive? What stories do we tell and to whom? Are ethnic, sexual and gender identity minorities given space and if so, how? These are questions that we have to be better at answering.
“Perception becomes reality.”
Creative agencies can be catalysts for change, but they have to choose to be. It’s easy to portray the world, with its norms and biases, as we know it, but it makes all of us better if we make the effort to see past our own unconscious biases and the current “reality” that they create and keep in place. If agencies and brands start portraying a more inclusive and representative reality, society will, in turn, reflect this change. Perception becomes reality.
If we all have unconscious biases, what can I do to challenge them?
Acknowledge that you’re probably biased yourself. Start out by educating yourself; look at the facts, statistics and research. Blind auditions have been proven to help eliminate gender bias in symphony orchestras and it was only when Facebook started adopting gender neutral assessments that women’s code was considered equally good (or better) than the men’s. This shows that leaders, even those who believe themselves to be unbiased, must realize that they too make decisions based on factors that they are not always entirely aware of. When you’ve started becoming more aware, you will notice how men and women are portrayed differently, and you’ll want to do something about it.
What is the future of issues on equality and diversity?
I think it will be an absolute necessity to become more aware of these issues, in order to be better at telling stories that more people can resonate with. Advertising and popular culture is increasingly driven by values as consumers become more aware — a single slip-up in a campaign can ruin a brand. The best way to avoid this is for advertisers to also be aware and make it a natural part of the process to see the work from these perspectives.
Viktoria Saxby is a communications, diversity & gender equality expert, and the founder of HopeComms and TakeTwo (with Creative Director Christina Knight). Viktoria´s book “The new man: about boys, men and the end of the battle of the sexes” was released in March 2019.