L AT V I J A S

S A B I E D R I S K O AT T I E C Ī B U

G A D A B A LV A 2 0 0 7

Konkursa darbu pieteikuma anketa

Iesniedzējs:Komunikāciju aģentūra/Edelman Affiliate

Kontaktpersona:KristīneSēnele

Adrese:Kr.Barona13/15,Rīga,LV-1011

Tālrunis:67201460

E-pasta adrese:kristine.senele@ka.lv

Kampaņas pasūtītājs:LRLabklājībasministrija

Kampaņas datumi & realizācijas laiks:2005.gadaoktobris–2006.gadanovembris

Kampaņas nosaukums:Sabiedrībasinformēšanaskampaņapardzimumulīdztiesībasjautājumiem

Kampaņas kategorija:Valsts,pašvaldībuunpubliskāsektorakampaņas

Papildus iesniegtie drukātie un elektroniskie materiāli:projektaapraksts,fotogrāfijas,publikācijuizgriezumi

Darba iesniedzēja vārds, uzvārds un paraksts:KristīneSēnele

Kampaņas pasūtītāja pārstāvja amats, vārds, uzvārds un paraksts:skat.pielikumā

L AT V I J A S

S A B I E D R I S K O AT T I E C Ī B U

G A D A B A LV A 2 0 0 7

Konkursa darbu pieteikuma anketa

Iesniedzējs:Komunikāciju aģentūra/Edelman Affiliate

Kontaktpersona:KristīneSēnele

Adrese:Kr.Barona13/15,Rīga,LV-1011

Tālrunis:67201460

E-pasta adrese:kristine.senele@ka.lv

Kampaņas pasūtītājs:LRLabklājībasministrija

Kampaņas datumi & realizācijas laiks:2005.gadaoktobris–2006.gadanovembris

Kampaņas nosaukums:Sabiedrībasinformēšanaskampaņapardzimumulīdztiesībasjautājumiem

Kampaņas kategorija:Sociālāskampaņas

Papildus iesniegtie drukātie un elektroniskie materiāli:projektaapraksts,fotogrāfijas,publikācijuizgriezumi

Darba iesniedzēja vārds, uzvārds un paraksts:KristīneSēnele

Kampaņas pasūtītāja pārstāvja amats, vārds, uzvārds un paraksts:skat.pielikumā

P U B L I C I N F O R M A T I O N C A M P A I G N O N G E N D E R E Q U A L I T Y I S S U E S

Client: Ministry of Welfare

Objectives:• To ensure public awareness of gender equality issues and facilitate an increase in the community’s knowledge and understanding of the subject.• To create a positive attitude in the community in relation to gender equality.

D E S C R I P T I O N O F S I T U A T I O N

Problems:• ‘Tied hands’ – campaign (events, target groups) was to be executed having regard to the ‘The execution plan for the strategy for informing the public about gender equality issues’(hereinafter – the Strategy).• ‘Too much of a good thing’ – in 2006, gender equality events were run by a number of other State bodies and non-government organisations.• ‘Bah – not gender equality again’ – unenthusiastic attitude of the community and mass media. Opportunities: • ‘Work that frightens the eyes holds no fear for the hands!’ – campaign yardstick (eight different target groups, many different activities, realistic budget). • ‘Exercise the gray matter’ – seek creative solutions for the activities stipulated by the Strategy.

C A M P A I G N E X E C U T I O N

Strategy:• Communicate directly with target groups (without the intervention of the mass media).• Offer the target groups events with interesting formats and content, which not only inform and educate, but also entertain.

Research:• Listening to the ‘voice of the people’ – running of male and female focus groups, developing the concept – what do they think about gender equality, what are its problems and how to discuss them;• Existing studies, research into strategic and similar documents and internet searches for positive examples and new trends in the sphere of putting gender equality into practice.

Target groups (stipulated by the informing the public Strategy):• The general public, young people, men of working age, women in regions, employers and employees, representatives of State bodies and community partners, the mass media.

Key measurement criteria (in line with strategy):• Participation of target groups in events and publicity.

Ideas and solutionsThe key commandment, considering how to bring to life the events listed in the Strategy, was ‘Thou shalt inform and educate, but shalt not forget the creation of a positive attitude!’. There were very different ideas and solutions and we cannot present them all; however we will try, by using particular examples, to show how we ‘took gender equality to the people’.

T O I N F O R M A N D T O E D U C A T E !

A series of lectures for young people, ‘Maybe both?’

Utilising games, interesting and startling facts, and discussions, gender equality was explained to almost 600 schoolchildren. The lectures were prepared and presented by two young people. Over a period of a few months, they toured 14 Latvian towns and presented 17 lectures. So that the subject would be raised amongst other young people, attendees at the lectures received special badges with slogans such as ‘I’m not paying’ and ‘I’ll pay myself’. To avoid the usual, boring advertising campaign launch, a show rather than a press conference was arranged for the media. Given the key personalities in the advertising campaign – a father taking paternity leave and a woman working in a ‘non-feminine’ profession, we sought out examples – real people. We put together their life stories and a photo reportage, presented at the event by professional actors. The theatrical aura was boosted by the event’s location – the Hamlet theatre club. Participants at the event also received informative materials and were the first to see the TV advertisements. There was also: a series of radio and TV programmes in both Latvian and Russian, training seminars for various target groups, meetings with women in regions, opinion polls, press conferences, an essay competition for students, a competition for non-government organisations, an electronic publication for cooperating authorities and a publication on the rights of employees – in printed and electronic formats.

T O C R E A T E A P O S I T I V E A T T I T U D E !

The ‘Gender equality index’ projectIn order to involve employers in the discussion about gender equality at work, we developed a project with a team of sociologists in which companies were able to compete for the title of ‘Company with the best gender equality rating’. We developed special employee questionnaires and a scoring system. Even without advertising, we were able to involve 14 Latvian companies in the project, including GE Money, Rimi and Hansabanka. The government ministry with the best gender equality rating was also determined as part of the project.

The ‘Men talk about love’ CD and the ‘Postcards of Dad’ event When the subject of gender equality comes up, men turn up their noses – ‘not that women’s issue again’. That’s why our aim was to show that this issue relates to them, too. By producing the ‘Men talk about love’ CD, we showed that men can and are allowed to talk about their feelings. The CD featured five love stories related by ordinary men. Every subscriber to Klubs magazine received the CD as a gift. Additionally, to reinforce that to be a father is both stimulating and poignant, we organised a photo session – ‘Postcards of Dad’. A set of charming postcards featuring well-known fathers and their children were produced. On Mothers’ Day, the postcards were received by men in nine towns with the wish that they be wonderful fathers. The postcards were also received by the media together with public survey data whose sensational revelation was that Latvia’s men ARE prepared to be involved in bringing up their children. Concurrently, we set up a competition at the www.calis.lv portal to find the best children’s sayings, ‘My Dad is the greatest.

Family relay ‘Maybe both?’ and poster exhibition ‘Gender-marks’ (‘Dzimum-zīmes’)Utilising humour and the spirit of competition, we encouraged couples of different ages to think about the stereotypical division of chores within typical households. The relay competition ‘Maybe both?’ was held in seven Latvian towns on public holidays. Competing as couples, participants displayed their talents in hammering-in nails, dressing babies, reading stories, etc. Altogether, some 500 competitors proved that various domestic chores can be performed equally well by both women and men. The best performers of domestic chores received campaign T-shirts – ‘Superwoman/(No)washing-machine’ and ‘Superman/(No)cash-machine’. With a generous serve of irony, we also

set up a poster exhibition ‘Birth- or Gender-marks’. Its aim was to show people that we still live with stupid stereotypes; that our gender marks us out. In the ever-crowded square between the shops and kiosks outside Origo, we constructed a stand with 29 confusing and provocative posters. The exhibition was opened with an equally provocative event ‘Seeking the ideal’. Passers-by were able to convince themselves how little we come up to our own standards. There was also: a party for young people ‘Don’t mistreat others’, a photography competition ‘Our Dad, and a display of cartoons in the regions ‘To each era, its traditions’.

C A M P A I G N R E S U L T S

• Number of articles directly relating to campaign activities (national and regional press, internet websites) and TV and radio items – around 340 + publications and clips related to the subject.• Total number of participants registered at events – around 3000 + indeterminable numbers of exhibition viewers, relay fans, recipients of campaign give-aways (badges, booklets, Dad postcards, ‘the equality circle’, CD games), 5400 recipients of the ‘Men talk about love’ CD, etc.• Total number of regions covered (towns, counties)– 34 (some places hosted multiple events);• Number of press releases written, not including special information for specific media outlets – around 40.• Total number of TV and radio broadcasts/items – 54.• Positive feedback and invitations – we have received positive feedback from a number of cooperation partners, for example the Association of Latvian Rural Women, as well as invitations from other municipalities to run campaign events with them.• Free support from internet portals www.draugiem.lv (1 week’s advertisement of events), www.cv.lv (informative campaign materials, at least 6 months), euroAWK (1 month’s advertising at public transport stops).• And other interesting results, for example, 8 couples competed in every hour of the relay, young people continue to wear campaigns badges, N. Sējējs, a participant in the ‘Dad’ photo sessions, has continued to appear in the media after the campaign, with his photo from the session and the story of his role as a father.