A new crowdsourcing initiative by Mars is seeking to close the gender opportunity gap. The #HereToBeHeard campaign, which was launched on January 26, is part of the companys Full Potential platform. 

The Full Potential platform, which was launched in 2020, includes policies and practices aimed at improving representation and benefits and to ensure the company is paying men and women equitably. 

Through its #HereToBeHeard campaign, the confectioner seeks to ask women—be they consumers or within the food and beverage industry—“What needs to change so more women can reach their full potential?”

According to an announcement, the initial phase of the campaign will run through March. Submissions will then be analyzed by the Oxford Future of Marketing Initiative (FOMI) at Oxford University’s Saïd Business School and results will be shared in a study this summer. According to a release, the results of the study will inform the action plans of Mars Full Potential program.

Since launching its Full Potential Program last year, Mars has achieved gender pay equity across its workforce of 133,000 employees. The company also reached a 43% gender balance across its leadership teams.