Free The Work

Alma Har'el, Founder, FREE THE WORK

Alma Har'el, Founder, FREE THE WORK

P&G and Facebook joined Oscar, Emmy and Sundance winners on stage at the Cannes Lions Festival to present FREE THE WORK, a game-changing initiative that will create a more inclusive future across the film, TV and advertising industries, and increase the number of women, trans identifying, non-binary and underrepresented creators involved in all aspects of film making.

Four of the world’s biggest companies, including P&G, AT&T, Facebook and Amazon Studios have joined Har'el as founding partners and will lead its global expansion over the next three years. FREE THE WORK also launches with the support of its allies: The Sundance Institute, The Unstereotype Alliance, and the ANA’s #SeeHer initiative.

FREE THE WORK will allow TV networks, film studios and brands to track quantifiable results for their diversity efforts across industries with a customized dashboard. It will also offer educational tools, facilitate mentorship opportunities and act as a collaborative community platform.  Access to the database is free to everyone, with special features like personal accounts, sharing playlists and tracking available via paid membership, similar to Spotify / Spotify Premium and IMDpro / IMDB.

Alma Har'el, founder of FREE THE WORK, said: “We use services daily to discover new music, movies, and restaurants - it’s time we treat talent-discovery of underrepresented creators with the same level of urgency and innovation. Given the right tools, I know we will open our eyes and reach a renaissance of creativity.”

Sherry Collins