THE FEMALE FOCUS: CAROLINE HAILSTONE

Meet Caroline, a Content Writer, Journalist & Producer at The Fable Bureau and Pioneers Post

She’s a multi-hyphenate of our era, straddling roles at both the creative agency for social ventures as well as at the mission-driven magazine. She’s also an incredible musician, roaming the streets with her street orchestra collective. She’s an old colleague and we love what makes her tick. Read on!

Did you have a female role model or someone you admired as a kid?

My mum. As long as I’ve been alive she has always helped people in the community. She runs the local soup kitchen and always takes the load of everyone else. My friends at school too - they are ambitious and go-getting and still are.

Caroline on location for a production job

How do you think your early years have influenced what you do today?

Studies show that older siblings have more traditional roles, paving the way for their younger siblings to often do more creative things. That’s certainly true in my case. From a young age, my sisters and I were always encouraged to do everything drama to music. I was encouraged to do what I enjoyed. When I was at school, I realised early on that I was quite good at writing because my teachers would ask me to read out what I’d written to entire classrooms. I got to know that with writing you can tap into your non-thinking brain and not overthink so good stuff comes out.

You started your career in a marketing agency doing PR and social (with Clo)! What experiences did you develop there that have helped set you up for your role right now?

Loads of stuff - I definitely learnt the basics! I learnt to be strategic and I remember thinking, ‘why are we doing this campaign?’, ensuring that everything we did had an outcome. I also learnt how to do things on a smaller budget and the beauty of being creative with it, which has stood me in good stead in the area of social enterprise!

Caroline in action recording a podcast

Pioneers Post is setting the agenda for the new wave of responsible business leaders and social entrepreneurs. What businesses have peaked your interest lately?

Hey Girls, which tackles period poverty, for sure. It’s a good reminder that strong branding and marketing are important in creating social change. The brand is beautiful, it’s got a cool edge, it sells really nice products and has an ethical supply chain. The CEO Celia Hodson is really cool too - she used to be deputy Chief Exec of Social Enterprise UK - and she’s created a family business heaped in purpose.

What are the main barriers for businesses and social enterprises creating positive impact in the UK?

Standing out. Brands like Innocent, who launched the very successful Big Knit campaign to raise money for Age UK, give knitted hats to old ladies, have tapped into the social change bit but are not a social enterprise. So some social enterprises struggle to stand out from commercial brands doing good.

What do you think is missing from business in building true diversity?

It was interesting visiting the Diversity Forum recently. It’s a collective with a mission to drive inclusive social investment in the UK. Danyal Sattar, CEO of Big Issue Invest as well as John Bird, founder of the Big Issue spoke there. They told us about how the Big Issue was set up by the children of working class Irish immigrants, who saw themselves as diverse, but actually when they eventually looked around they realised they were full of white men.

You are positive impact personified! What have been some of the most positive results you’ve seen from the work you do?

Being part of the WISE 100 - Women in Social Enterprise Awards - has been really impactful in seeing change. WISE 100 brings 100 women together in a room and it’s like the FTSE 100 but for those in social enterprise. You see how passionate these women are to be a part of it and immense pride for being a woman in the space. I want to be a part of keeping these awards going, along with the passionate team I work with.

How do you keep learning more whilst on the job?

Sometimes it’s easy to keep a job easy when you know it inside out. But what keeps me on my toes are the monthly impact analysis meetings we have in place at The Fable Bureau / Pioneers Post. When we’ve made a film we will sit down together and assess as a team how we can make it better. It’s changed the way I think about doing my job and I am more conscious of how we can improve and get better.

Where do you get your inspiration?

At work I can get it from anywhere. In our meetings, we’ll bring films and documentaries that inspire us. I regularly go to galleries and concerts, which keep my mind ticking. I also play in Street Orchestra Live, where we play in hospitals and random places rather than concert halls. It takes away any sense of ego or any nervousness about making music, because it makes you realise that at the end of the day it should be about bringing people joy.

Street Orchestra Live

Who's a woman to watch or someone you admire in 2019?

All my teammates are cool, strong women. All 7 of us are women apart from the CEO and we keep our boss on his toes. We also work with Ealing Community Transport, which is a really important service for those who are immobile and would otherwise be stuck at home. Their CEO Anna Whitty is very cool and she stands her ground in what is a male-dominated industry.

Name the quote you live by

There isn’t one particular quote I live by, though recently I like the song ‘Make Love to Your Mind’ by Bill Withers...it’s cool to think about people you meet that make you intrigued with their minds.

And if you’re a social enterprise reading this, get on board with Caroline and the Pioneers Post team for a day of marketing and communications workshops, including a key note from the awesome Sam Conniff Allende. It’s on 26th February, with more details here. Follow Caroline and the teams at Pioneers Post and The Fable Bureau on Twitter.

WHAT DOES IT MEAN TO BE A POSITIVE ROLE MODEL IN 2018 AND BEYOND?

The theme of International Men’s Day this year is ‘Positive Role Models’

We wrote a blog post last week that you can find here about why we decided to team up with Mac&Moore and chat to some pretty incredible men about this topic. We’ve been so excited to share the responses we asked to the following three questions and feel as though there were some powerful common themes, despite the participants working in the worlds of sport, education, advertising and beyond which has been both refreshing and encouraging in the midst of all the media misery we’re enduring at the moment. So with no further ado, let’s dive right in!

Phil Bartlett – Managing Director, CDM

- What are the qualities or most important elements of being a positive role model?

Authenticity, consistency and tenacity. People will forgive your (inevitable) weaknesses and failings if they can see you’re sincere about your beliefs and efforts.

- What actions do you think need to be taken to ensure that men can thrive without being restricted by patriarchal structures?

First, it’s down to the individual to take the first step: just let go of all the old bullshit and there’s a real freedom and poise that can come with that. “There’s more courage in truth than there is in pretending to be strong.” But the long game is all about teaching our sons about empathy and the importance, and huge value, of vulnerability in building trust.

- How do you think men can be positive role models for women?

I don’t think women need men to be positive role models for them. I think people need to decide they’re going to be positive role models for other people. Like-minded, forward thinking and open-hearted individuals will always find and support each other. (Find Phil on Twitter and LinkedIn)

Nick Bridge – Founder, Girls are Awesome

- What are the qualities or most important elements of being a positive role model?

I really think just not being a dick helps. I try not to be a dick as much as possible. I’m not always successful because working with people is a dynamic thing and sometimes life is frustrating. Thank goodness we’re not robots and we’re forced to navigate and be diplomatic and empathic. Strategies are great because they forget the people have egos and fears and ambitions and interests. I really think just trying to try to see things from as many different points of view as possible helps. And being large enough to admit to your mistakes, shift perspective and not always have to be right. That’s something I work on every day. I’m not the expert though.

- What actions do you think need to be taken to ensure that men can thrive without being restricted by patriarchal structures?

Wow, big question. I’m not ‘strong’ or unemotional so I can’t speak to those particular traits, but I think somehow showing and experiencing success through failure can go a long way. I also don’t necessarily think that being strong or unemotional needs to be a restriction - we just need more females in all levels of business, government and society, and especially at the top. I also don’t believe in a total revolution either, obvious big things need to happen and the scales need to tip for women in order for dudes to shut the fuck up for a second and stop being protective and mean and greedy. There’s only one way to find out if power corrupts and absolute power corrupts absolutely regardless of gender, or not.

- How do you think men can be positive role models for women?

I really only think about how to be a role model for my kids, how I have to show my son and daughter to be respectful people - and to be honest, there’s so much Girls Are Awesome in our lives at home as well as the studio that I have to try to figure out how to raise my boy amongst this societal shift - if you know what I mean. There’s a lot of positive encouragement for young girls and women right now but we mustn’t forget that might leave the boys to figure it out for themselves, again - and it will be interesting to see how that goes. Not saying it’s not about a shift, and that after thousands of years of oppression that women deserve what’s coming through this movement, but the overall goal is equality. (Find Girls Are Awesome on Instagram)

Chris Wyles – International Rugby Union Player and founder of Wolfpack Lager

Source: Sky Sports

What are the qualities or most important elements of being a positive role model?

I believe the most important element is to lead by example. It's easy to talk the talk but you need to walk the walk.

- What actions do you think need to be taken to ensure that men can thrive without being restricted by patriarchal structures?

In this case it's all about communicating. We need to make sure men feel comfortable to share their thoughts and concerns and open up. This is an important step to allowing men to look for help and guidance rather than internalising emotion.

- How do you think men can be positive role models for women?

It's all about being respectful to people rather than making it about men or woman. If you are respectful and considerate you can be a role model to anyone! (Find Chris on Twitter and Instagram)

Dr. Kerry Featherstone – Lecturer in English and Creative Writing, Loughborough University

Credit: Suzi Corker Photography

Firstly, I have a strange relationship with gender. My first name is asexual, and many people have assumed that I’m female. Mobile phone providers have refused to allow me to change contracts on behalf of Kerry Featherstone. I get asked what my relationship is to the patient when I pick up medication at the pharmacy. And I’m not particularly macho: as a teenager I was beaten up for being gay on more than one occasion (I’m not gay). Should I have made it clear that I wasn’t gay in order to avoid the beating, or would that be tacitly acknowledging that if I had been gay, the beating would be understandable? So, as we know, gender can be a pain in all sorts of ways, petty or horrific.

- What are the qualities or most important elements of being a positive role model?

I think it’s something like a combination of integrity and empathy. In practical terms, be kind to other people. Try to help them to get where they want to go, rather than helping them to be more like you. For me, the ability to be generous with your time and energy is a sign of strength. That’s about empathy. Also, try to live according to standards that you set yourself, and are happy with, regardless of how other people behave towards you. For me, a role model has self-respect that doesn’t rely on the response of other people. In order for it to become a model, you have to do it publicly: show that other people’s behaviour doesn’t diminish your belief in your values. That’s the integrity bit.

- What actions do you think need to be taken to ensure that men can thrive without being restricted by patriarchal structures?

I think you have to be prepared to ask yourself some questions! “Why am I behaving like this?”; “Why do I feel I have to do or say certain things?”; “Why can’t I do or say certain things?” If you start unpacking the reasons for behaving in certain ways, there’s no logic to or need for it. So that might be a sign that you should let it go. That’s personal interrogation, I guess. At societal level, we need to let go of the idea of ‘growing a pair’: it’s ridiculous and harmful.

- How do you think men can be positive role models for women?

By showing respect regardless of gender. I’m fortunate to work in an environment where women have as much expert knowledge as their male colleagues and – as far as I’m concerned – are valued accordingly. That should be true anywhere. If, as a man, you behave differently towards the people around you because of gender, you need to be asking yourself why you’re doing that. Perhaps part of the answer is to accept that, as a man, you can have female role models. I certainly do. (Find Kerry on Twitter and Instagram)

Josh Uwadiae – Founder, WeGym

- What are the qualities or most important elements of being a positive role model?

I think one of the most important elements of being a positive role model is a mixture of vulnerability and optimism. People should be inspired by your optimistic views and actions but equally grounded by the candour at which you articulate the bad and ugly, which complements the good work you’re doing. A good example is the book Shoedog - the autobiography of Phil Knight the Founder of Nike.

- What actions do you think need to be taken to ensure that men can thrive without being restricted by patriarchal structures?

I think men need to be given the liberty to be both macho masculine and feline feminine. Being too manly is judged and vice versa with femininity so I believe the modern man is lost in today’s climate. In terms of action I would first start with spreading awareness to the traditions which have been handed to us as men as we are often acting these out subconsciously... my dad hated talking about my emotions and I found myself growing up similar so it’s about breaking the cycles publically as well as at home!

- How do you think men can be positive role models for women?

I heard a great talk by David Wade where he said, ' we're all sexist, even the good people ' and that really resonated with me. I think I'm a good person and therefore I'm really not sure the specificity of male role models to women in a general/societal setting but I do feel a responsibility to manage my own sexism, bias, discriminative opinions and make other people (including men) aware too. (Find Josh on Twitter and Instagram)

Paul Mellor – Founder, Mellor & Smith

- What are the qualities or most important elements of being a positive role model?

• Listening. As the old adage goes "you've got 2 ears and 1 mouth" so shut your mouth and pin your ears back.

• Humility. It goes a long fucking way.

• Empathy. Having compassion for another person’s life, problems, hopes and dreams is incredibly powerful.

• Having a backbone. Displaying the guts to stand for something or someone, especially if that opinion costs you.

• Being fucking real. Having the confidence to show weaknesses as well as strengths.

• And remember, nobody likes a dickhead.

- What actions do you think need to be taken to ensure that men can thrive without being restricted by patriarchal structures?

Suicide is the biggest killer in men between 20-45. How the fuck did we, as a civilised world, get to the point where the biggest thing killing young men is themselves. It would be laughable if it wasn't so serious. It's definitely connected to society's demand for men to be strong and unemotional. But I reckon it's bigger than that; patriarchal structures don't actually work for anyone apart from the one fella at the top. Equality isn't women superseding men, it's men and women thriving together.

- How do you think men can be positive role models for women?

By calling out bullshit, misogyny and inequality at every opportunity. The people who’ve been to our Take Fucking Risks events know I call out the problems in the advertising industry whenever I can: "Fuck white, male creative directors”. I've got 3 kids at Primary School: 2 daughters and a son. I despair that my daughter’s opportunities will be hindered as they grow up, whereas my son will afforded baked-in privilege. Fuck that shit. It’s time for change. (Find Paul on Instagram)

Matt Boyles – Founder, Fitter You and Wireless Fitness

- What are the qualities or most important elements of being a positive role model?

Always challenging and calling out sexism, bias and privilege. Plus continually challenging my own prejudices and biases and catching myself when this happens, as embarrassing as it might be. This can start on a micro level, ie. with your friends, as well as in the wider field. Carefully thinking about the language I use in real life and online and also ensuring I don't do anything that might be construed in any way as intimidating. Not to mention supporting the women I know in all their endeavours, both personally and professionally.

- What actions do you think need to be taken to ensure that men can thrive without being restricted by patriarchal structures?

Listening to the amazing women in our life as much as possible - really listening. Calling out people who are consciously (and unconsciously) supporting the current toxic structures. Having the awareness to notice and work on when we do fall into the old traps. eg. even though I'm an out gay man, I occasionally find myself hiding or disguising who I am in order to appear more manly or fit in with certain groups and it's not doing anyone any favours. Being more 'masc' or manly doesn't mean you're stronger in any way, it just means you're still subscribing to ridiculously outdated notions that are holding all of us back.

- How do you think men can be positive role models for women?

With the consistency of our language, support and approach. By listening more. By not assuming we know everything. By staying open and grateful to the women in our life and wider circle for everything they've done and will do for us and with us. (Find Matt on Twitter and Instagram)

Luke Sturgeon – Founder, GreySpace

- What are the qualities or most important elements of being a positive role model?

I believe a good role model will frequently find moments to reflect on what they’re doing and whether their actions and opinions can be improved. I enjoy seeking out critical feedback from others and encourage criticality. I’m most happy when someone asks me why I believe x is a good idea versus y.

A) it forces me to articulate my thinking clearly

B) whilst trying to explain I’m also deciding if I agree with my old opinion

C) we can compare and imagine alternatives.

- What actions do you think need to be taken to ensure that men can thrive without being restricted by patriarchal structures?

I think men already thrive in many areas. The challenge here is a broader one of changing gender stereotypes. I’m aware when I’m speaking to mostly male, mostly female, or mixed groups. But the moment someone speaks to me - regardless of gender - I’m listening to a person with a different background, experiences, education and interests to myself. That’s always fascinating and rewarding. Women are underrepresented in many areas of society. Work being an obvious and important one. I believe we need to create more opportunities for underrepresented people to excel. But I also don’t believe someone should be empowered just to fill a diversity agenda, we should see and celebrate the value each person offers on a case-by-case basis.

- How do you think men can be positive role models for women?

I don’t think men should be role models for women specifically. I think someone who’s intelligent, passionate, articulate and interesting can be a positive role model to someone else who’s looking to better some aspect of themselves and grow in new ways. I think people should surround themselves with a diverse set of interesting men and women, younger and older, who will encourage them to challenge their assumptions, develop their own opinions, and take their own action. We all need to support others who are on this journey of growth and self-development. I think most people would be proud to discovered they positively impacted someone else’s life.

Adam Jones – Policy and Advocacy Officer, UK Council for Psychotherapy

- What are the qualities or most important elements of being a positive role model?

Speaking generally, I think positive role models are those who lead by example, and think very carefully about the effect that their actions have on other people, particularly those who may be looking up to them for guidance. In terms of men, I think positive role models are those who are brave enough to challenge patriarchal values and traditional ideas about masculinity. Men who use their position or platform to show others that it’s OK to break away from typical notions of “manliness”.

- What actions do you think need to be taken to ensure that men can thrive without being restricted by patriarchal structures?

The feminist movement needs to continue to grow. Many men are terrified of the “fem” part of feminism, but a movement to dismantle patriarchal structures and end sexism and oppression stands to liberate us all. That is what is needed to create a world where men can thrive regardless of whether or not they conform to traditional notions of masculinity.

- How do you think men can be positive role models for women?

Of course there are many wonderful men who can act as positive role models to people regardless of their gender. But, in a society where the achievements of men have long been put on a pedestal and the achievements of women diminished, I don’t think men should be motivated by being role models for women. They should do what they can to help to break down the barriers that so many positive female role models face – and that sometimes includes stepping aside. They should also shun the patriarchal values that have so often belittled women’s status and achievements. Follow UKCP on Twitter and Instagram)

We'd like to say a huge thank you to all the men who spoke to us so honestly and candidly on this topic, we look forward to hopefully having many more conversations to come!

5 MINUTES WITH...ALESSIO DANTINO, CO-FOUNDER OF CROWDFOODING

Alessio saw a gap in the market for a crowdfunding platform that would put food and drink innovators on the map. Join us as we talk to him about how he's helping to reshape the food industry through Crowdfooding...

1. What's the biggest lesson you've learnt from starting up Crowdfooding?
I've learnt that it's important to start running a business lean and to not overthink things, just do. It's about speaking to customers as much as possible to understand their biggest needs. What I realised in building Crowdfooding is that there were companies not in the position for either VC or crowdfunding but needed to generate sales and boost their following. We created our Sales Booster product to do just this and we're seeing massive returns in this new approach.

2. What's the one piece of business advice you wish you'd been given?
I wish I'd learnt how to hire well. I was very familiar with the interviewing process but if I’d had someone guiding me to figure that out earlier, I would've built my A team sooner. Without the advice it meant spending a lot of time trying people out and slowly putting the right processes in place to get the best people on board.

3. Was there ever a point when you wanted to give up?
Building a business is hard but I've also been trying to do it with a smile and I believe that the hard times of building a business are part of the journey.

4. What's been the biggest milestone for the business so far?
I guess it was signing our first crowdfunding campaign - Chocothon - with a collaboration with high profile businesses as partners. I would also definitely say the moment we started pivoting to create our Sales Booster capability was key for us to acknowledge the importance of sales generations for startups and creating real value for them.

5. Who is your inspiration?
Richard Branson. He was the first person in business that I fully related to in terms of his entrepreneurial style and bravery. He doesn’t take himself too seriously and I would say I am somewhat similar in that regard. After watching his documentary, 'Never look down', I felt that he was not only an entrepreneur but someone really willing to live on the edge.

6. What keeps you motivated?
The end goal and the change I want to see in the world is what keeps me motivated. Seeing the changes in what consumers have access to in terms of food - whether that be in quality or more equitable systems - or in other words 'raising the bar' of food products for the masses.

7. What business or brand do you look up to?
The brands we work with at Crowdfooding are trying to change the status quo - these are brands I admire. They are going in the opposite direction to take a new or interesting approach to customers. I would also count Coconut Collaborative, One Water and Seedlip as brands that are emulating this way of doing things.

8. If you weren't doing this, you would be....
Surfing by a beautiful beach! I would definitely be developing my passions for food and tech but maybe in place where I could be more in touch with nature.

www.crowdfooding.co.uk