Slay In Your Lane - Yomi Adegoke

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Amma Asante MBE

      .....................................................

       Dr Anne-Marie Imafidon MBE

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       Bola Agbaje

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       Charlene White

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       Clara Amfo

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       Dr Clare Anyiam-Osigwe BEM

      .....................................................

       Cynthia Erivo

      .....................................................

       Dawn Butler MP

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       Denise Lewis OBE

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       Estelle

      .....................................................

       Florence Adepoju

      .....................................................

       Funke Abimbola MBE

      .....................................................

       Gemma Cairney

      .....................................................

       Irene Agbontaen

      .....................................................

       Jamelia

      .....................................................

       June Sarpong MBE

      .....................................................

       Dr Karen Blackett OBE

      .....................................................

       Keisha Buchanan

      .....................................................

       Lady Leshurr

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       Lakwena

      .....................................................

       Laura Mvula

      .....................................................

       Dr Maggie Aderin-Pocock MBE

      .....................................................

       Malorie Blackman OBE

      .....................................................

       Margaret Busby OBE

      .....................................................

       Melanie Eusebe

      .....................................................

       Dr Nicola Rollock

      .....................................................

       Patricia Bright

      .....................................................

       Sarah-Jane Crawford

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       Sharmadean Reid MBE

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       Sharmaine Lovegrove

      .....................................................

       Susan Wokoma

      .....................................................

       Vanessa Kingori MBE

      .....................................................

       Vannessa Amadi

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       VV Brown

       FOREWORD

      Teacher or nurse?

      These were the only jobs that my career advisor at school thought I would be able to achieve. Both vocations are admirable and worthy, but come on, just two career options for a working-class girl from Reading?

      I had several passions growing up in the UK as the second daughter of two Bajan immigrants. I loved sport, specifically athletics, and I loved travel. The excitement of going to the airport, getting on a plane and flying to a new destination was a very special and rare occurrence in my household. I treasured it. I also loved TV advertising as much as I loved the TV programmes. I would critique the ads, think about whom they were trying to talk to, and think of better ideas as to how they could get their message across.

      I ended up running for my athletics club, and I was good, but not good enough to pursue a career in it. When I was eight, I wanted to be an air traffic controller or an air stewardess, but I rapidly went off both ideas as I got older, when I realised that I would just be staring at a screen all day (or night), and I might not get time to enjoy the exotic places that I would be flying to. But my love for advertising never wavered. Back then, though, advertising was (and to a certain extent, still is) a very white-male, middle-class domain. So how would I carve out a career for myself as a young, black, working-class woman?

      My dad was a very wise man. He knew nothing about the industry that I entered, nor did he know anyone in this field. My dad wanted myself and my sister to be doctors, lawyers or accountants – vocations that had a high standing back home in Barbados. These were professions that would earn us respect and, most importantly, a salary that meant we could have a good life. My older sister became an accountant and is now a university lecturer. She inspires me every day; she is strong-willed, bright and has a joy for life. I am the black sheep of the family. I didn’t go into medicine, law or finance. I pursued my love of advertising.

      My dad knew how difficult it would be to be successful in the UK. It would be a marathon with many obstacles and challenges. He would often say,

      ‘You’re black and you’re female, you have to try twice as hard as anyone else.’

      I did. I worked extremely hard. My athletics training made me focused. I am naturally competitive.

      My dad would also say,

      ‘You have two ears and one mouth; use them in that proportion.’

      I listened, I learned, and then I spoke up. I progressed.

      I was fortunate to have my parents as role models and to influence me. So few young black women have role models outside of their immediate family and friends to help them navigate the inevitable hurdles that do exist. To give them valuable advice,

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