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Juggle at the Rugby Union Championship – because flex is for men, too

Juggle staff will be nipping down to Richmond Athletic Ground this Sunday 7th October to watch London Scottish take on London Irish AND catch a glimpse of our snazzy new advertising campaign on the pitch-side hoardings.

This is the first Rugby Union game we’ll be present at but it won’t be the last. You’ll also spot Juggle at the Vitality Blast T-20 Cricket when matches kick off next year, and the Oxford/Cambridge Varsity Match in December (we’ve got a very cool ad going out there – watch this space).

Obviously this kind of advertising is a HUGE deal for a startup like ours (and we’ve had to move quick to nab a good deal), but British sport seemed like a good place to begin our OOH campaign because… well, flexible working is a men’s issue too, and that’s something the general conversation has at best ignored and sometimes downright obscured.

At Juggle we believe strongly that many (if not most) issues that face one gender have an inverse that challenges the other. One example: the gender pay gap is a tax on pregnancy, there’s no doubt about that. And that comes from the age-old idea that women are, by default, always the primary caregivers for their children. This has the damaging effect of limiting their opportunities and pay, but it ALSO has the negative effect of making paternity harder to come by for men (which has a massive knock-on general effect – men have a harder time getting custody of their kids, for example).

Flexible working would fix BOTH of these issues. Women can look after their kids and still go to work. Men can go to work and still look after their kids. But while 76% of men surveyed have needed a greater work-life balance at some stage in their career, only 27% have asked for it. “Flexism” is real, and it affects all of us, but the focus on flex as empowering tool for women can sometimes leave men out, and that’s something that needs to change.

And, let’s be honest, asking women to be the drivers of positive change on their own is not only unfair (although plenty of them are probably be used to it…) but also grossly inefficient. If we truly want flexible working to become the norm we need to communicate its benefits to men and empower them to demand it.

So British sport seemed like a great place to start communicating. Yes, women are at these matches too, but we think the demographic breakdown is in our favour here. Hopefully our presence will start a more general conversation among men and women – because it’s working together that’s really going to shock they system.

Go on London Scottish! (What did you expect? Lots of south Londoners in the Juggle office).

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