14 Hours mentoring for entrepreneurial women
At 14 agency, the global creative agency from the DDB network, we wanted to create something for International Women’s Day that would support equality beyond a calendar date. I led alongside my colleagues Leah Beky and Joe Rasmussen the initiative “14 Hours”. A full mentorship program that connects specialists from 14 across strategy, creativity & business with entrepreneurially-spirited local women, to take their business to the next level. The businesses need to be female-owned, have an ethical focus (sustainable or/and socially responsible), and be at an early stage of growth.
First edition: Tercera Generación
Tercera Generación was the chosen project of the First Edition. Founded by Maria Fernanda Jaikel Rodríguez, a 25-year-old third-generation crochet garment maker with a dream to reconnect people with their clothes in a fast-fashion world. Tercera Generación believes in the power of craftsmanship, sustainability, and support for local and social employment through the hiring of women at risk of labor exclusion. The output is consciously designed, ethically hand-made crochet garments that look good and feel better. With such a clear, ethical vision and a powerful proof of concept, receiving Fer’s application re-invigorated our excitement about 14 Hours.
We had good press coverage: I did an interview for Onda Madrid radio (from 24:20) and we appeared in different media ( Marketing directo, okdiario, Telemadrid,…)