Every year 74,000 women are pushed out of their jobs in the UK due to pregnancy and maternity discrimination. The Career Shredder was born out of the need to make this deeply emotional, but mostly invisible discrimination, visible.
Anyone could connect to The Career Shredder by logging onto Linkedin and sending their CV to be shredded (auto-generated through Linkedin data). As well as two weeks of live-streaming this bespoke, giant shredder, the campaign was supported by nationwide OOH, print and audio ads across the Acast network. Both the OOH and the audio were made from the shredded remnants of real women’s CVs in a powerful user-generated collaboration.
We had 334 pieces of press coverage, shredded 74,000 CVs and were mentioned in the House of Commons where the campaign put pressure on the government to include better protection for women in the upcoming Employments Right Bill (expected to pass in 2026). I’m incredibly proud of this campaign and the team behind it which I lead with no agency, no budget and no media. It never should have happened but somehow we hustled it into being.
Case study coming soon...
Anyone could connect to The Career Shredder by logging onto Linkedin and sending their CV to be shredded (auto-generated through Linkedin data). As well as two weeks of live-streaming this bespoke, giant shredder, the campaign was supported by nationwide OOH, print and audio ads across the Acast network. Both the OOH and the audio were made from the shredded remnants of real women’s CVs in a powerful user-generated collaboration.
We had 334 pieces of press coverage, shredded 74,000 CVs and were mentioned in the House of Commons where the campaign put pressure on the government to include better protection for women in the upcoming Employments Right Bill (expected to pass in 2026). I’m incredibly proud of this campaign and the team behind it which I lead with no agency, no budget and no media. It never should have happened but somehow we hustled it into being.
Case study coming soon...
