1. 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 LVA 2 0 0 7
Konkursa 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: kristine.senele@ka.lv
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

2. 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 LVA 2 0 0 7
Konkursa 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: kristine.senele@ka.lv
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

3. P U B L I C I N F O R M AT I O N C A M PA I G N
ON GENDER EQUALIT Y ISSUES
Client: Ministry of Welfare Key measurement criteria (in line with strategy):
• Participation of target groups in events and
Objectives: publicity.
• To ensure public awareness of gender equality
issues and facilitate an increase in the community’s Ideas and solutions
knowledge 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 ‘Thou
relation to gender equality. shalt inform and educate, but shalt not forget the
creation of a positive attitude!’. There were very
DESCRIPTION OF SITUATION different ideas and solutions and we cannot present
them all; however we will try, by using particular
Problems: 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 ‘The
execution plan for the strategy for informing the TO INFORM AND TO
public 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 explained
Opportunities: to almost 600 schoolchildren. The lectures were
• ‘Work that frightens the eyes holds no fear for the prepared and presented by two young people. Over
hands!’ – campaign yardstick (eight different target a period of a few months, they toured 14 Latvian
groups, 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 pay
CAMPAIGN EXECUTION myself’.
To avoid the usual, boring advertising
Strategy: campaign launch, a show rather than a press
• Communicate directly with target groups (without conference was arranged for the media. Given the
the 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 working
formats and content, which not only inform and in a ‘non-feminine’ profession, we sought out
educate, but also entertain. examples – real people. We put together their life
stories and a photo reportage, presented at the
Research: event by professional actors. The theatrical aura
• Listening to the ‘voice of the people’ – running was boosted by the event’s location – the Hamlet
of male and female focus groups, developing theatre club. Participants at the event also received
the concept – what do they think about gender informative materials and were the first to see the
equality, 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, training
similar documents and internet searches for seminars for various target groups, meetings
positive examples and new trends in the sphere of with women in regions, opinion polls, press
putting gender equality into practice. conferences, an essay competition for students, a
competition for non-government organisations, an
Target groups (stipulated by the informing the electronic publication for cooperating authorities
public 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 community
partners, the mass media.

4. 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 stand
The ‘Gender equality index’ project with 29 confusing and provocative posters. The
In order to involve employers in the discussion exhibition was opened with an equally provocative
about gender equality at work, we developed event ‘Seeking the ideal’. Passers-by were able to
a project with a team of sociologists in which convince themselves how little we come up to our
companies 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’t
developed special employee questionnaires and a mistreat others’, a photography competition ‘Our
scoring system. Even without advertising, we were Dad, and a display of cartoons in the regions ‘To
able to involve 14 Latvian companies in the project, each era, its traditions’.
including GE Money, Rimi and Hansabanka. The
government ministry with the best gender equality CAMPAIGN RESULTS
rating was also determined as part of the project.
• Number of articles directly relating to campaign
The ‘Men talk about love’ CD and the ‘Postcards of activities (national and regional press, internet
Dad’ 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 at
again’. That’s why our aim was to show that this events – around 3000 + indeterminable numbers
issue relates to them, too. By producing the ‘Men of exhibition viewers, relay fans, recipients of
talk about love’ CD, we showed that men can campaign give-aways (badges, booklets, Dad
and are allowed to talk about their feelings. The postcards, ‘the equality circle’, CD games), 5400
CD 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 including
organised 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 radio
Mothers’ 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 have
fathers. The postcards were also received by the received positive feedback from a number of
media together with public survey data whose cooperation partners, for example the Association
sensational revelation was that Latvia’s men of Latvian Rural Women, as well as invitations from
ARE prepared to be involved in bringing up their other municipalities to run campaign events with
children. 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 least
Family 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, 8
encouraged couples of different ages to think about couples competed in every hour of the relay, young
the 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 the
Competing as couples, participants displayed campaign, with his photo from the session and the
their talents in hammering-in nails, dressing story of his role as a father.
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