Who’s Your Momma Democratises Industry Mentoring with ‘Mentoring Unwrapped'

​Who's Your Momma, the free mentoring programme powered by SheSays and open to all women and non-binary people, is marking a decade of mentoring over 1,000 mentees in the creative industry with their ‘Mentoring Unwrapped’ campaign to act as an industry rally cry to democratise the mentoring process.

Mentoring Unwrapped aims to remove barriers to industry mentoring by launching an open-source playbook, available to download for free here. The playbook is designed to help anyone be a mentor or mentee and is packed with wisdom, tips and ideas that have been tried and tested in real scenarios by Who’s Your Momma mentors over the past decade.

An additional LinkedIn ‘Available to Mentor’ sticker has also been created, downloadable from the Who’s Your Momma website, enabling anyone considering mentoring to signal that they’re open to being approached by someone seeking guidance.

The campaign launches with a 3D digital out-of-home activation in London, created in partnership with Ocean Outdoor, that directly addresses the creative community and invites them to 'unwrap their gift' - the Who’s Your Momma Mentoring Playbook - an open invitation to explore and embrace the power of mentoring.

Featuring the bold CTA of ‘Gift your time. Change Futures’, The creative, featuring gift tags, stickers and ribbons, highlights mentoring as a gift that anyone can give and receive, regardless of seniority and the powerful impact it can have on people’s futures.

“We don’t want to exist in 10 years’ time!” said Who’s Your Momma programme co-directors Rachel Gott and Laura Clark. “Our goal is to make mentoring so embedded in the industry that everyone naturally supports one another. We want more people to experience the gift of mentoring not just through formal programmes, but in everyday professional life.

Drawing on a decade of insights from our Mentor Mommas, we’ve developed practical tools to empower anyone to give back and begin their mentoring journey, whether as a mentor or mentee.

In a fast-paced, ever-changing industry that can feel uncertain for many right now, mentoring provides connection, confidence, and growth. When people invest in their development and share their experience with others, the benefits extend far beyond individuals, strengthening careers and helping to build a more resilient, supportive industry for everyone.”

WYMM was founded a decade ago to help women find role models in the creative industries. “Over time, we’ve seen a real shift in our mentee’s mindset from asking ‘Do I belong here?’ to ‘how do I put myself forward, have influence and progress?’” says Laura Clark, Who’s Your Momma.

The number of women in c-suite roles has risen from just 3% to over 30% the latest IPA Census shows, but we’re now starting to see that figure come back down. Rachel Gott, Who’s Your Momma says “We want that figure to stay on the upward trajectory, not keep slipping backwards. All the data shows that mentoring is such a powerful exchange with 87% of mentors and mentees feeling empowered by the relationship and reporting greater confidence and career satisfaction. By making the tools available to everyone, we’re aiming to create a wider industry movement.”

The Mentoring Unwrapped campaign was created entirely by volunteers from across the WYMM community, who gave their time and expertise outside their day jobs to support the mission. Their collective effort reflects the spirit of Who’s Your Momma - a community built on generosity, collaboration, and a shared belief in the power of mentoring. Ocean Outdoor generously provided DOOH space in support of the campaign.

“As a company shaping the public space, we believe visibility matters - not just on our digital screens, but in our industry. Supporting a women’s creative mentor and mentee programme helps ensure that more diverse voices are seen, heard, and leading the way in shaping the future of creativity” said Nick Shaw, CCO UK, Ocean Outdoor.