The Aunties has launched a new anonymous messaging tool that offers monthly check-ins to over 2,500 members of adland mentoring movement's community.

'Auntie Intel', created in partnered with feedback technology company Signals, is designed to gauge the sentiments of women, non-binary, and gender diverse individuals working within the advertising and creative industries.

The initiative aims to provide real-time insights into how these individuals feel throughout the year, particularly during various industry events and periods. The ultimate goal is to channel these insights towards fostering positive change within the industry.

Participants in the Auntie Intel initiative receive a monthly email or WhatsApp message. They are prompted to respond with a simple thumbs up or down, with the option to elaborate further if desired. The Signals platform ensures 100% anonymity, allowing participants to share their experiences without fear of judgment or consequence.

The data collected through Auntie Intel will be analysed and shared with the broader industry. This information is intended to guide The Aunties in their collective actions and initiatives. The Aunties is a community dedicated to supporting women, non-binary, and gender diverse people in the advertising and creative sectors.

Founder of The Aunties, Phoebe Sloane, said: "Most industry surveys are annual and time consuming, but the pace of change in our industry, and the world more broadly, calls for something more responsive. With everything going on right now, it felt like the right time to assess. We wanted to create a tool that updates the industry in real time, highlights what we can be doing better, and help shape where we focus our programs, time and energy as volunteers," Sloane stated.

CTO of Signals, Danny Bos, said: "At Signals, anonymity is at the core of what we do. It creates a safe space for people to share honest, unfiltered experiences without fear of judgment or consequence. Partnering with The Aunties allows us to extend this safe space to women across the industry—helping ensure their voices are heard, protected, and ultimately acted upon."

CEO of Signals, David Keating, said: "We’re incredibly proud to support The Aunties and contribute to a movement that’s creating meaningful change. By helping surface the real experiences of women in our industry, we hope to play a small but important part in improving workplace culture and building a more inclusive, respectful environment for everyone," Keating said.

The Auntie Intel initiative is open to all women, non-binary, and gender diverse individuals in the industry, irrespective of their level of experience or work circumstances. The creative aspects of the initiative were directed by Ruby Koco, with design by Georgia Emery and motion by Amy Smith.