The Loeries Youth Committee was set up in 2021, in partnership with Meta and UN Women, to support young brand communication professionals, from Africa and the Middle East, with knowledge, training and the opportunity to create real change in the industry. A key focus of the LYC was to investigate gender stereotypes in the advertising/marketing sector and proactively create a tool that would add value to the industry’s focus on breaking down stereotypes in society.


The Youth Committee 2021 created an accompanying manifesto video to introduce the DE&I Checklist. The initiative ‘Rewrite the Script’ is a rallying cry to the industry to highlight that the youth are ready to partner in the fight to break societal stereotypes.

Kgaugelo Mokgehle, Creative Writer at TBWA Hunt Lascaris and Chairperson of the inaugural Loeries Youth Committee, shares her thoughts on the effect the DE&I checklist could have on the industry if everyone commits to the initiative.

“The DE&I checklist was conceptualised to hold individuals and agencies accountable for creative output within the industry, and the message it sends to people outside of the industry. While the Loeries Youth Committee manifesto was created more as an internal mantra for future cohorts, both elements highlight fundamental principles that should inform the work of every creative. Not only will they inspire better creatives, they are also a necessary metric, against which agencies can measure their progress in establishing a more diverse, equitable and inclusive society”.

The manifesto video, entitled ‘Rewrite the Script’, was created by the Loeries Youth Committee and produced by TopLevelFilms, a production house founded by up-and-coming director, Tshegofatso Mahlong. Watch video

For more information on the checklist and the DE&I checklist tool, please click here.