It comes as little surprise to see the dishearteningly low stats about the number of female creatives in advertising. As one woman in this online video from Cuca, a Brazilian ad school, puts it: “What the f–k is going on?”

To change attitudes, the school is looking to the top: the name on the door. Because so few agencies are named after women, the campaign is asking agencies to change their names for one week to recognize the top women employed there.

Cuca provides the tools on its website to add a woman’s initial into the agency logo, as well as the hashtag #addgirlsinad to spread the word.

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