The What I See Project is the brainchild of Edwina Dunn, who pioneered worldwide loyalty programmes like Tesco’s Clubcard. Her innate understanding of people led her to found this not-for-profit Project. Even as a powerful role model in her own right, Edwina didn't feel that she was being heard as much as men in the boardroom.
This experience shaped her professionally and personally, so she established The What I See Project to celebrate the inspiring women from everyday life whose stories would otherwise go unacknowledged.
Since launching in February of this year the project has already seen over 500 contributions from more than 350 women across eleven different countries. This community continues to grow everyday.
The project aims to provide a safe environment where women can share their struggles, achievements and inner thoughts, and express themselves freely through a website that appreciates them for who they really are. Throughout a year, The What I See Project aims to reach out to as many women as possible, from as diverse a range of locations and walks of life as possible.