The 3% Conference: “The 29%”

Since 2011, The 3% Movement has aimed to change the ratio in the advertising industry amongst women, people of color and many other-ed communities. The mission of "3% is Diversity = Creativity = Profitability," and the pillar event of the year is the annual 3% Conference. More than a conference, this is a business event about the importance of diversity and creativity where men, women, and all genders from the worlds of advertising, marketing, PR, tech, nonprofits and more come together for two days of inspirational keynotes, themed master classes, informative panels, and networking engagements.

At the 8th annual conference in 2019, The 3% Movement focused on men by bringing them more intentionally into the effort of changing the ratio, raising awareness and promoting imperative action to help change the ratio. The theme was "The 29%" with the goal of having the percentage of attendees be 29% male. The 29% goal was inspired by 29% being the percentage of women creative directors in the above industries in 2018, which was a vast improvement from the 3% stat from 2011. The 29% theme was simultaneously a celebration of how far the movement has come and a call to action to men to stand up, speak up, and do. Held at the Navy Pier in Chicago, the 29% theme was blown out and brought to life in every single touch point for all attendees to do the work necessary to keep the movement going, especially men. Below are highlights of all thematic pieces to this campaign.

Role: art direction, creative direction, design, branding, creative strategy, and print / digital / environmental design.

”THE 29%” VISUAL IDENTITY

CONFERENCE RECAP VIDEO
Produced by Framstore and inspired by the visual identity designed for the 29% theme.

SPONSOR THANK YOU REEL
Produced by Framstore and inspired by the visual identity designed for the 29% theme.

STAGE + LIGHTING DESIGN

PRINT + SIGNAGE
Copywriter: Becky Brinkerhoff
Print Program Design Production: FCB Chicago design and production team — Shelly Yusko (Communications Associate), Melanie Mitchem (SVP Global Communications), Stephanie Falaschetti (Art Director), Kevin Grady (EVP, Head of Design), Michele Morales (Design Director), So A Ryu (Associate Designer), Patricia Witt (Associate Designer), Paul Major (Print Producer)

ENVIRONMENTAL DESIGN

PRESENTATION SLIDES
Copywriter: Becky Brinkerhoff

SOCIAL MEDIA
Copywriter: Becky Brinkerhoff

ACTIVATION BY TWITTER WOMEN
Creative collaboration with Pam Fujimoto (Creative Director), Sarah Becker (Senior Designer) and Alicia Vartanian (Project Manager) at Twitter #Studio for Twitter’s #ChangeTheRatio campaign, launched at the 2019 3% Conference.