International Women’s Day was Sunday. But here we are, a day late, that just about sums things up this week! Nothing quite going to plan.  
 
As director and agency founder, I am usually caught up on strategy and day to day. But this week, the “strategy” looks a little different. With everything going on, our team at Aurora The Agency is working from home. For the working mum’s on the team, that means a very unique kind of “office” environment. 
 
Currently, my “Executive Assistant” is a young child who thinks team’s calls are a performance art. My “Chief Operations Officer” is the living room that refuses to stay tidy while I manage major proposals. 
 
Humour aside, there is a deep emotional reality to this. Watching the women at Aurora pivot from high-stakes meetings to family care while navigating the anxiety of the current situation is the most profound display of leadership I have ever seen. 
 
International Women’s Day isn’t about flowers. It is about Active Allyship. For me, leading Aurora through this means: 
 
1. Prioritising Output Over Traditional Hours: Excellent work remains the standard, but we recognise that the best results often happen during flexible windows that accommodate family responsibilities. 
 
2. Normalising the “Background Noise”: If a child or a family member appears on a screen, we do not feel the need to apologise. We are humans first and professionals second. 
 
3. Providing a Safety Net: Ensuring that working from home doesn’t mean working alone. 
 
To the women on my team: Your agility is our agency’s greatest asset. To my fellow working parents: We are doing a great job, even on the days it feels like we’re just keeping our heads above water. 
 
Let’s keep supporting each other, not just when the calendar tells us to, but when the situation demands it. 

Iona Al Suwaidi

Founder/Director, Aurora the Agency