Changing Culture

Creating a Demand for Equity


At TIME’S UP, we recognize that making equity, safety, and dignity the standard in every workplace will take nothing short of a cultural transformation.

Every day, TIME’S UP works towards this paradigm shift by bringing issues that impact women at work — from pregnancy discrimination to equal pay — off the sidelines and into the spotlight.

USWNT Players posing together in a group
TIME’S UP has partnered with the U.S. Women’s National Soccer Team Players Association (USWNT Players) to shine a spotlight on the fight for equal pay across industries. © Devan King/TIME'S UP Foundation

Most recently, TIME’S UP partnered with the U.S. Women’s National Soccer Team Players Association (USWNT Players), who sparked a global conversation about equal pay and women’s rights after taking home their fourth World Cup in July 2019. Despite their success, these international champions are paid significantly less and treated worse than the men’s team. 

TIME’S UP and the USWNT Players’ Association launched a partnership to draw nationwide attention to the gender pay gap and mobilize communities across the country around pay equity.

Supporters of the Time’s Up, Pay Up Campaign cheer for players from the U.S. Women's National Soccer Team
Alysia Montaño and TIME'S UP community members cheer on the USWNT Players. © Devan King/TIME'S UP Foundation

In Hollywood, TIME’S UP Entertainment has been rallying support for female storytellers. Only four percent of Hollywood films are directed by women.

At the 2019 Sundance Film Festival, we partnered with Tessa Thompson and Dr. Stacy Smith to launch the 4 Percent Challenge, challenging key players in the entertainment industry to pledge to work with a female director in the next 18 months.

Amazon, Universal, and Warner Brothers were just some of the studios who answered the call, alongside more than 100 high-profile players ranging from Jordan Peele to Jennifer Lopez to Tracee Ellis Ross. And this campaign is having an impact: A new analysis of the top 100 films of 2019 found more will have a female director than any year measured since 1980.

TIME’S UP Entertainment also launched Who’s In The Room, a year-long mentorship program designed to help diverse, aspiring executives and producers overcome various cultural and socio-economic barriers to stay in the industry and build a powerful network of peers and mentors.

We believe programming like Who’s In The Room will create a pipeline for underrepresented talent and make a profound impact on the stories that are told.

portrait of O'shea Miles, TIME'S UP 'Who's In The Room' mentee
Portrait of O'Shea Miles, a Who's In The Room mentee.
© Skandia Shafer

It will take more than new laws and corporate policies to win progress. By pushing boundaries and changing the national dialogue, we can shift our culture, bringing us closer to a safer and more equitable world.

Want to help us shift culture for gender equity? Sign up now.