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Creative

Cummins&Partners Encourages Working Mothers to Share #thewholepicture in New IWD Initiative

#thewholepicture intiative is the brainchild of Cummins&Partners creative director Sarah McGregor

Cummins&Partners Encourages Working Mothers to Share #thewholepicture in New IWD Initiative

Cummins&Partners creative director Sarah McGregor has launched a new initiative in the lead-up to this International Women's Day that encourages working mothers to share #thewholepicture.

Scanning through profiles on Linkedin, you could be forgiven for thinking that the only thing many of us are juggling are deadlines, budgets and business problems. But working parents, and particularly working mothers, know that isn't true.

That's why in the lead-up to this International Women's Day, working mums are being urged to proudly share #thewholepicture by changing their Linkedin headshot to a photograph of themselves with their children.


It originated from the insight that many women feel the need to 'keep mum' about having children, because as Katrina Alcorn so eloquently puts it, mothers are "expected to do our jobs like we don't have children - and then raise our children like we don't have jobs."

Says McGregor: "I personally put off starting a family for years because I was worried about the negative impact on my career... But now I've done it, I know the opposite is true - being a mother undoubtedly makes you a more efficient, focused employee and a better, more empathetic leader."

McGregor believes that being a working parent is a badge of honour and something that shouldn't be 'kept mum' about.

Adds McGregor: "So many professional women feel the need to hide or publicly minimise their family life, but by sharing our situations openly, perhaps we can empower working mothers to be proud of their status, and set a reassuring example for the next generation."

How can you take part?

1.    Change your Linkedin profile shot to a photo of you and your children until after International Women's Day on March 8.
2.    Share Sarah's post - https://tinyurl.com/y5ko9sfs with the hashtag #thewholepicture

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Category: Corporate, Social and PSAs , Women's Rights

Genre: People , Storytelling