OTHER PR CAMPAIGNS

#Morethangender Campaign

For this project we were asked to produce a campaign which would challenge the idea of gender and promoting the equality.

21 century is mistakenly considered to be the century of a complete freedom and total equality between genders, yet so many issues are still being swept under the rug. The one thing that is vital to understand is that it is impossible to change in one day - the work towards equality should be consistent and it should be done right. We, as a team believe that to reach a complete equality between human beings is not an impossible mission, and we are taking a step forward to achieving the goal of humanity. «Don’t cry, be a man» and «You are a girl, you can’t do that» are the things that we want to challenge. The problem is rooted in the social construction of the notion of ‘gender’. Yes, we are men and women, we are different physically, but we love it. We embrace it and standing by each other’s sides - we are the power of good. However, we are not defined by being a male and female, and all the assumptions that come with those words. I am so much more than my gender. I have so many accomplishments, so many aspirations. I am everything - a parent, a child, a genius, a leader and a lover. But I will not be defined by my gender nor will I give into the social constructions of those words. I am human and I am free.

Understanding that, as with all great movements and revolutions, change is accomplished over time, we have produced a series of 6 A4- sized colorful posters that you can see underneath where we, as a team, have picked those adjectives that describe us, leaving the options «male» and «female» untouched. A student? A dancer? A leader? From what we have observed, a lot of people took between 30 - 100 seconds looking at the poster deciding what they are.

The big poster (above) was there for the public to tick or write on. We feel like the interactive approach would work best with this campaign as it directly engages the audience, makes them think. We did not expect so many people to be interested in doing that, not only picking the qualities they possess but also - wanting to know more about the campaign. We had a coloured felt-tip pens that again, boosted the creativity and the engagement of the public. Above you can also find and see the full video of how the campaign was conducted.