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Corporate sustainability & responsibility 2007 / 3rd Place / Sabiedrības informēšanas kampaņa par dzimumu līdztiesības jautājumiem
L AT V I J A SS A B I E D R I S K O AT T I E C Ī B UG A D A B A LVA 2 0 0 7Konkursa darbu pieteikuma anketa Iesniedzējs: Komunikāciju aģentūra/Edelman Affiliate Kontaktpersona: Kristīne Sēnele Adrese: Kr. Barona 13/15, Rīga, LV-1011 Tālrunis: 6720 1460 E-pasta adrese: firstname.lastname@example.org Kampaņas pasūtītājs: LR Labklājības ministrija Kampaņas datumi & realizācijas laiks: 2005. gada oktobris – 2006. gada novembris Kampaņas nosaukums: Sabiedrības informēšanas kampaņa par dzimumu līdztiesības jautājumiem Kampaņas kategorija: Valsts, pašvaldību un publiskā sektora kampaņas Papildus iesniegtie drukātie un elektroniskie materiāli: projekta apraksts, fotogrāfijas, publikāciju izgriezumi Darba iesniedzēja vārds, uzvārds un paraksts: Kristīne Sēnele Kampaņas pasūtītāja pārstāvja amats, vārds, uzvārds un paraksts: skat. pielikumā
L AT V I J A SS A B I E D R I S K O AT T I E C Ī B UG A D A B A LVA 2 0 0 7Konkursa darbu pieteikuma anketa Iesniedzējs: Komunikāciju aģentūra/Edelman Affiliate Kontaktpersona: Kristīne Sēnele Adrese: Kr. Barona 13/15, Rīga, LV-1011 Tālrunis: 6720 1460 E-pasta adrese: email@example.com Kampaņas pasūtītājs: LR Labklājības ministrija Kampaņas datumi & realizācijas laiks: 2005. gada oktobris – 2006. gada novembris Kampaņas nosaukums: Sabiedrības informēšanas kampaņa par dzimumu līdztiesības jautājumiem Kampaņas kategorija: Sociālās kampaņas Papildus iesniegtie drukātie un elektroniskie materiāli: projekta apraksts, fotogrāfijas, publikāciju izgriezumi Darba iesniedzēja vārds, uzvārds un paraksts: Kristīne Sēnele Kampaņas pasūtītāja pārstāvja amats, vārds, uzvārds un paraksts: skat. pielikumā
P U B L I C I N F O R M AT I O N C A M PA I G NON GENDER EQUALIT Y ISSUESClient: Ministry of Welfare Key measurement criteria (in line with strategy): • Participation of target groups in events andObjectives: publicity.• To ensure public awareness of gender equalityissues and facilitate an increase in the community’s Ideas and solutionsknowledge and understanding of the subject. The key commandment, considering how to bring• To create a positive attitude in the community in to life the events listed in the Strategy, was ‘Thourelation to gender equality. shalt inform and educate, but shalt not forget the creation of a positive attitude!’. There were veryDESCRIPTION OF SITUATION different ideas and solutions and we cannot present them all; however we will try, by using particularProblems: examples, to show how we ‘took gender equality to• ‘Tied hands’ – campaign (events, target groups) the people’.was to be executed having regard to the ‘Theexecution plan for the strategy for informing the TO INFORM AND TOpublic about gender equality issues’(hereinafter – the Strategy). EDUCATE!• ‘Too much of a good thing’ – in 2006, gender A series of lectures for young people,equality events were run by a number of other State ‘Maybe both?’bodies and non-government organisations.• ‘Bah – not gender equality again’ – unenthusiastic Utilising games, interesting and startling facts,attitude of the community and mass media. and discussions, gender equality was explainedOpportunities: to almost 600 schoolchildren. The lectures were• ‘Work that frightens the eyes holds no fear for the prepared and presented by two young people. Overhands!’ – campaign yardstick (eight different target a period of a few months, they toured 14 Latviangroups, many different activities, realistic budget). towns and presented 17 lectures. So that the subject• ‘Exercise the gray matter’ – seek creative solutions would be raised amongst other young people,for the activities stipulated by the Strategy. attendees at the lectures received special badges with slogans such as ‘I’m not paying’ and ‘I’ll payCAMPAIGN EXECUTION myself’. To avoid the usual, boring advertisingStrategy: campaign launch, a show rather than a press• Communicate directly with target groups (without conference was arranged for the media. Given thethe intervention of the mass media). key personalities in the advertising campaign – a• Offer the target groups events with interesting father taking paternity leave and a woman workingformats and content, which not only inform and in a ‘non-feminine’ profession, we sought outeducate, but also entertain. examples – real people. We put together their life stories and a photo reportage, presented at theResearch: event by professional actors. The theatrical aura• Listening to the ‘voice of the people’ – running was boosted by the event’s location – the Hamletof male and female focus groups, developing theatre club. Participants at the event also receivedthe concept – what do they think about gender informative materials and were the first to see theequality, what are its problems and how to discuss TV advertisements.them; There was also: a series of radio and TV• Existing studies, research into strategic and programmes in both Latvian and Russian, trainingsimilar documents and internet searches for seminars for various target groups, meetingspositive examples and new trends in the sphere of with women in regions, opinion polls, pressputting gender equality into practice. conferences, an essay competition for students, a competition for non-government organisations, anTarget groups (stipulated by the informing the electronic publication for cooperating authoritiespublic Strategy): and a publication on the rights of employees – in• The general public, young people, men of working printed and electronic formats.age, women in regions, employers and employees,representatives of State bodies and communitypartners, the mass media.
set up a poster exhibition ‘Birth- or Gender-marks’.TO CREATE A POSITIVE Its aim was to show people that we still live with stupid stereotypes; that our gender marks us out.ATTITUDE! In the ever-crowded square between the shops and kiosks outside Origo, we constructed a standThe ‘Gender equality index’ project with 29 confusing and provocative posters. TheIn order to involve employers in the discussion exhibition was opened with an equally provocativeabout gender equality at work, we developed event ‘Seeking the ideal’. Passers-by were able toa project with a team of sociologists in which convince themselves how little we come up to ourcompanies were able to compete for the title of own standards.‘Company with the best gender equality rating’. We There was also: a party for young people ‘Don’tdeveloped special employee questionnaires and a mistreat others’, a photography competition ‘Ourscoring system. Even without advertising, we were Dad, and a display of cartoons in the regions ‘Toable to involve 14 Latvian companies in the project, each era, its traditions’.including GE Money, Rimi and Hansabanka. Thegovernment ministry with the best gender equality CAMPAIGN RESULTSrating was also determined as part of the project. • Number of articles directly relating to campaignThe ‘Men talk about love’ CD and the ‘Postcards of activities (national and regional press, internetDad’ event websites) and TV and radio items – around 340 +When the subject of gender equality comes up, publications and clips related to the subject.men turn up their noses – ‘not that women’s issue • Total number of participants registered atagain’. That’s why our aim was to show that this events – around 3000 + indeterminable numbersissue relates to them, too. By producing the ‘Men of exhibition viewers, relay fans, recipients oftalk about love’ CD, we showed that men can campaign give-aways (badges, booklets, Dadand are allowed to talk about their feelings. The postcards, ‘the equality circle’, CD games), 5400CD featured five love stories related by ordinary recipients of the ‘Men talk about love’ CD, etc.men. Every subscriber to Klubs magazine received • Total number of regions covered (towns,the CD as a gift. Additionally, to reinforce that to counties)– 34 (some places hosted multiple events);be a father is both stimulating and poignant, we • Number of press releases written, not includingorganised a photo session – ‘Postcards of Dad’. A special information for specific media outlets –set of charming postcards featuring well-known around 40.fathers and their children were produced. On • Total number of TV and radioMothers’ Day, the postcards were received by men broadcasts/items – 54.in nine towns with the wish that they be wonderful • Positive feedback and invitations – we havefathers. The postcards were also received by the received positive feedback from a number ofmedia together with public survey data whose cooperation partners, for example the Associationsensational revelation was that Latvia’s men of Latvian Rural Women, as well as invitations fromARE prepared to be involved in bringing up their other municipalities to run campaign events withchildren. Concurrently, we set up a competition at them.the www.calis.lv portal to find the best children’s • Free support from internet portals www.sayings, ‘My Dad is the greatest. draugiem.lv (1 week’s advertisement of events), www.cv.lv (informative campaign materials, at leastFamily relay ‘Maybe both?’ and poster exhibition 6 months), euroAWK (1 month’s advertising at‘Gender-marks’ (‘Dzimum-zīmes’) public transport stops).Utilising humour and the spirit of competition, we • And other interesting results, for example, 8encouraged couples of different ages to think about couples competed in every hour of the relay, youngthe stereotypical division of chores within typical people continue to wear campaigns badges, N.households. The relay competition ‘Maybe both?’ Sējējs, a participant in the ‘Dad’ photo sessions,was held in seven Latvian towns on public holidays. has continued to appear in the media after theCompeting as couples, participants displayed campaign, with his photo from the session and thetheir talents in hammering-in nails, dressing story of his role as a father.babies, reading stories, etc. Altogether, some 500competitors proved that various domestic chorescan be performed equally well by both womenand men. The best performers of domestic choresreceived campaign T-shirts – ‘Superwoman/(No)washing-machine’ and ‘Superman/(No)cash-machine’. With a generous serve of irony, we also