'CHALLENGING THE ODDS'
TO IMPROVE OFF SCREEN
REPRESENTATION
IN ADVERTISING

HERO is about supporting and shining a light on everyday heroes.

Yes, I’m talking about you underrepresented directors who face the odds stacked against you daily,

I’m talking about you creatives who put your everything into a concept, only for the credit to be taken by your ‘superior’.

I’m talking about you producers who manage insufficient budgets and give chances to those who deserve it.

The ones who deserve to win, not because of their skin colour,
their gender, their religion, disability, social class, sexuality.

The ones who will win because of their tenacity, their unique experiences, knowledge, skills, and community.

Heroes who face uncomfortable situations on a daily basis but keep pushing, because they believe. They believe that one day underrepresented talent will be embraced on set, at board-level and everywhere in between. They believe that one day, the odds* will change.

But the odds won't change unchallenged.

Genuine allyship can change the tide of inequality, so together we need to support underrepresented people with structure, investment, and jobs.

TOGETHER, WE CAN CHALLENGE THE ODDS.

JEMEL RICHARDS

FOUNDER & CEO, HERO FILMS