Black At has launched “Through Her Lens”, a new global initiative focused on improving gender equality and expanding opportunities for women in the creative industry.
The platform described the programme as a bold step to increase access, inclusion, and leadership representation for women across advertising, marketing, media, and technology. The initiative was unveiled in Lagos, marking the first stop in a global series that will move to cities such as Johannesburg, São Paulo, London, Cannes, and New York, where it is expected to feature at the 2026 UN General Assembly.
Speaking on the vision behind the initiative, Osarimen Ukhurebor said the programme is designed to go beyond conversations and deliver measurable impact. “This is not just about dialogue. It is about creating outcomes that can shift structures and open up real opportunities for women in the creative economy,” he said. He added that insights gathered from each city will help shape policies, partnerships, and long-term investment decisions.
At its core, “Through Her Lens” focuses on key issues including gender equality, access to leadership roles, economic empowerment, and proper recognition of women’s contributions within the creative space. It also explores how culture, innovation, and inclusion intersect to influence growth across the global creative ecosystem.
Lagos was selected as the launch city due to its strong reputation as one of Africa’s leading creative and cultural hubs. Organisers say the city represents both the potential and the urgency of driving more inclusive growth within the industry.
Mabel Adeteye, Head of Brands and Marketing Communications at Wema Bank, highlighted the changing dynamics of leadership within the sector. “Women are not just stepping into leadership roles, they are reshaping what leadership looks like,” she said. According to her, the industry is shifting from chasing attention to building meaningful connection, impact, and legacy through more intentional storytelling.
The initiative also examined the role of artificial intelligence, noting its growing influence on content creation. While acknowledging its benefits, Adeteye stressed its limits, stating that “AI can speed up production, but it cannot replace human insight, cultural depth, or authentic storytelling.”
Another major focus is strengthening the global positioning of African creativity. Organisers called for more consistent and value-driven narratives that reflect the true strength and diversity of the continent’s creative output.
Insights from the global tour will be compiled into a white paper, expected to provide practical recommendations and clear pathways for advancing women within the creative economy.
