Creating change by raising awareness - Plan W

Case study

Our Plan W programme aims to empower women to play a greater role in the economy – and to succeed, it has to change the way people think.

While Plan W projects in 15 countries have continued to support activities such as microfinance and business skills, hospitality training, and gender equity and diversity education, two events in particular in 2015 have been dedicated to building awareness of women's empowerment.

First, we launched the Women’s Empowerment Journalism Awards in Hong Kong, which honour outstanding journalism and coverage of women’s empowerment stories. The award categories cover print and broadcast journalism, photography, online reporting, and Media Title of the Year, and in 2015 received entries from 18 countries in Asia-Pacific.

Then, at the Women in Tourism and Hospitality Forum, also in Hong Kong, we launched a White Paper in partnership with the Hospitality Industry Pipeline Coalition, which includes Accor Hotels, Banyan Tree Hotels, Starwood Hotels, CARE International, and Sala Baï Hotel school.

The White Paper, Women in Tourism & Hospitality: Unlocking the Potential in the Talent Pool, explores the role of women in leadership in the hospitality industry. It was the outcome of a Diageo-led initiative by private, government and employee organisations to realise the potential of women and promote workplace gender equality, focusing on best practice in recruitment, employment, diversity and inclusion.

The document outlines some of the key obstacles to women's empowerment, and potential solutions, providing case studies. And, like Plan W itself, by raising awareness of the issues it takes the first steps to solving them.

Women in tourism seminar