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Молодые Львы'2020. Media. Команда 4
- 2. SITUATION | PROBLEM 02 Each person has both female and male features. And the hormones produced are the same, just someone has more estrogen, someone has more testosterone. The difference between a man and a woman is exclusively quantitative, not qualitative, even from the point of view of physiology. Boys are taught to reppress in themselves all “tipical” female features, and girls are taught to hate and reppress in themselves everything masculine. It causes an internal conflicts. So there is misunderstanding and enmity between the sexes: the desire of feminists to prove that they are no worse than men, and the desire of the “true men” to "put women in their place." CHALLENGE To create a media strategy for no standard promotion of the campaign that captures gender stereotypes’ free environment for young adolescents and encourages young people to build relationships with no prejudice and make choices responsibly and unbiasedly.
- 3. NEW LOOK ON TARGET AUDIENCE 03 When we say that the social environment contributes to the development of gender stereotypes, we seem to relieve ourselves of responsibility. This faceless “environment” forbids the boys to cry, tells the girls that they must be able to cook super delicious food for all the family, “environment” uses the words “girl” and “boy” in an abusive sense. But the main “environment” for children and adolescents is parents, relatives. They affect the gender perception of children. Gifts that are clearly separated by gender, personal example and attitude towards the child - all this affects the child's acceptance of gender stereotypes. So we decided to focus on the older generations that have main influence on our target audience.
- 4. INSIGHT The phenomenon of "disappearance" of gifted women and men.We see many talented girls and boys in preschools and schools, but at each next stage of the “university-work-career” growth chain, women and men begin to play generally accepted roles as male earner-defender and female housewife. Men, trying to prove their masculinity to the world, become aggressive, and women settle in simple jobs or completely disappear from sight because of concentration on the family and personal life.Their talents and internal wishes, which were so clearly manifested in childhood, are erased under the pressure of gender stereotypes. But everybody already know that you are your talents and interests. If you lose it, you lose yourself. So we lose women who could build spaceships and conquer the galaxy and men who would do the most awesome manicure!
- 5. RED BOOK of people who have forgotten who they are. The “Red Book” of people who have forgotten who they are. On the pages of the red book will be depicted people who, due to gender stereotypes, have lost their uniqueness.What is presented on the page:- children's photos- main hobbies, talents and features that make him unique. IMPORTANT: We do not indicate sex, gender, name, age and nationality. On the last page there is an inscription: “If you forgot, then do not let your children forget.” IDEA!
- 6. INSTRUCTION FOR PARENTS Teach your child to listen to his inner wishes. Be an example of non-stereotyped behavior. Let your child experience the full range of emotions. Let your imagination be free of stereotypes! Trim Barbie's hair and leave Spider-Man at home to look after his children! At the end of the Red book we put a list of measures to prevent gender stereotypes. 1. 2. 3. 4.
- 7. ACTIVATIONPIn every belarusian public institutions like schools, kindergartens, sports centers, shopping and entertainment centres and etc. we leave our books on special racks at places where parents spend their time waiting their children. These places are waiting and changing rooms, tribunes at sport centres, reception in healthcare centres and etc.Also we leave it in places of public catering to spread the effect of hand-to-hand book transfer.
- 8. CAMPAIGN OVERVIEW PROBLEM Gender stereotypes have negative effect on self perception of adolescents. They prescribe behavior, tastes, desires, feelings, without asking whether a girl or a boy like it or not. And mostly it depends not only the system we live in but also on parents and their principles of upbringing. INSIGHT These stereotypes lead to the phenomenon of "disappearance" of gifted women and men. It means that the future of all the human is under the danger of losing of unique identity. IDEA To create the “Red Book” of people who have forgotten who they are. To show that there is a chance for disappearance of something important and a chance to live without gender stereotypes. ACTIVATION Public places where children often spend their time with parents.