'Enable, not label,' says Future Generali India Insurance in digital film for Women's Day
The brand says that often empowering labels like 'superwomen' and 'shero' used for women are patronising and unrealistic
Future Generali India Insurance celebrated International Women’s Day 2023 with the launch of the #EnableNotLabel campaign – a digital and relatable ode to Indian women at the workplace.
Women have been conferred with labels like “Superwoman”, “Supermom”, “Shero”, and so on by society at large. These labels patronise women and applaud them for conforming to traditional gender roles, professional roles, and responsibilities. Often, these labels create tremendous pressure on women to live up to undue expectations.
The #EnableNotLabel campaign not only acknowledges these pressures but also communicates how Future Generali aims to erase these labels – thereby easing the undue expectations that women face in the workplace. With this campaign, we hope to bring about enough awareness that labels shouldn’t define a woman. The 2-minute 17-second film showcases and celebrates Future Generali’s endeavours in creating an equitable work environment that enables women to succeed.
Future Generali has, over the years, adopted a host of women-centric policies. Some of the prominent initiatives include Period Leaves, Flexible working arrangements for returning mothers, Paternity leave for a month, a Mental Health Helpline, Inclusion of Infertility treatment under Employee Group Medical Policy, Travel and conveyance assistance at odd hours and Mentorship programs that groom women for leadership positions. The film puts forth the need to accept the human side of women professionals and not brush the same under inconsequential monikers or labels.
