Молодые Львы'2020. PR. Команда 2

1. PR campaign for UNFPA
Official webpage: belarus.unfpa.org
Facebook: @UNFPABelarus
I know
who I am

2. Gender is a social phenomenon. Discriminatory gender stereotypes and patriarchal
attitudes regarding the roles of girls and boys in society. Gender stereotypes prescribe
behavior, desires, feelings, potential and choice. Significant adults require girls and boys
to behave “like a girl” or “like a boy”. GS deprive a kid of choice. They limit the capacity
and self-realization of girls and boys. Gender stereotypes put girls and boys in constraint
which can affect their opportunities and real priorities. Often people even don't think
about how gender stereotypes limit their lives from the childhood.
BACKGROUND

3. GOAL
To show adolescents how
gender stereotypes are
buried deep in society and
how it can limit their
potential, choice, capacity,
feelings, roles and
responsibilities.
OBJECTIVES
Motivate young adolescents
to learn their talents,
aspirations and choices
despite gender stereotypes
Encourage young
adolescents to speak about
their priorities with friends
and/or significant adults
without gender limits
TARGET
AUDIENCE
Young adolescents and
schoolchildren:
who are trying to find their
way in life and career path;
who want to live a fuller life
but afraid of disappoint
significant adults'
expectations

4. INSIGHTEven in 2020th in educational plan (page 222) for
schools from Ministry of Education there are gender
separation in labor training: technical work for boys and
service work for girls
According to BELSTAT research (Belarus gender profile)
gender stereotypes still prevalent in Belarus when
adolescents choose higher education specialization.
There are some proportions of graduated students:
Human sciences: 77.5% of women and 22.5% of men.
Pedagogy: 80.3% of women an 19.7% of men.
Engineering and technology: 28.2% of women and
71.8% of men.
But there are no scientific evidence for the veracity of
gender stereotypes. Significant adults influence on
adolescents and schoolchildren by their own prejudice
and discriminatory gender stereotypes.
I didn’t expect that gender
stereotypes SO MUCH
affect my priorities,
choices and desires

5. Let's imagine that gender stereotypes are really true. Imagine that GS it is not prejudice
and men really should do only “like a boy” things and women do only “like e girl” things.
What it means? How will it affect the world?
To explain this we will organize the Day of gender stereotypes. In this day we will use
public Wi-Fi networks, social media apps and shopping centers to show real impact of
professionals who broke gender stereotypes constrains.
CREATIVE IDEA:
SHOW THE WORLD WHICH
100% BASED ON GENDER
STEREOTYPES

6. CHANNELS
Media, opinion leaders,
bloggers, social media owned
by people why tried to use Wi-Fi
or Tik-Tok or saw the empty
shelves
STAGE 1
THE DAY WHEN STEREOTYPES WIN
EXECUTION
Who will try to join public Wi-Fi will receive the message:
"Unfortunately, wi-fi doesn't exist because it's creator, actress
Hedi Lammar choose gender-stereotyped profession. She
didn't engage in scientific activities like her agend advised"
TIMELINE
One day – the first day of
campaign
Teenager's favorite piece of clothing, jeans, will disappear.
They were invented by Levi Strauss despite the fact that he
was an entrepreneur and industrialist
Also on the same day, teenagers will not be able to open their
favorite apps (for example, Tik Tok social network) with the
message: "Unfortunately, this app doesn't exist because the
first creator of the programming language Ada Lovelace got
married and had three children, her husband advised her to
educate them instead of mathematics

7. CHANNELS
Media and their own social
media channels
STAGE 2
ORGANIC AND PAID
POSTS IN SM AND MEDIA
Media publications about non-gender-
stereotyped inventors, scientists and
other professionals
TIMELINE
Two days – from the first day of
campaign
EXECUTION
Partnership materials in popular
belarusian media like
"Belarusian women who work
on man's job", "10 men who
invented goods for women", etc.

8. CHANNELS
Tik-Tok
STAGE 3
CHALLENGE
Tik-Tok challenge: famous
people in gender stereotyped
roles. We'll start it with OLs who
trusted by adolescents
TIMELINE
From the third day of the
campaign
EXECUTION
Tik-Tok bloggers and opinion
leaders will transform into
inventors and fantasize about
what would happen to them if
they choose gender-stereotyped
lifestyle and career path

9. CHANNELS
Schools and shopping centers
STAGE 4
MASTER-CLASSES FOR
ADOLESCENTS
Master-classes with online streaming from
older adolescents and young OLs who trusted
by audience and have non-stereotyped
hobbies, lifestyle and professions
TIMELINE
One month from the 10th day of
the campaign
EXECUTION
Speakers will tell about their non-
stereotype hobbies and explain how to
brake GS limits based on own expirience.
We will organize streams from master-
classes to get more engagement:
bloggers will share links in own social
media

10. GOAL
To show adolescents how gender
stereotypes are buried deep in society
and how it limit their potential, choice,
capacity, roles and responsibilities
ACTIVITIES
Performances in shopping centers and
public places, posts in media and social
media from bloggers, Tik-Tok challenge
and master-classes from young opinion
leaders
OBJECTIVES
Motivate young adolescents to learn
their talents, aspirations and choices
despite gender stereotypes
CHANNELS
Media, social media (Instagram, Tik-Tok,
VK.com), shopping centers, opinion
leaders and bloggers
IMPACT
Campaign will show importance of
gender stereotypes' free environment for
everyday life of adolescents
INSIGHT
I didn’t expect that gender stereotypes
SO MUCH affect my priorities, choices
and desires
CREATIVE IDEA
Show the world which 100% based on
gender stereotypes
TARGET AUDIENCE
Young adolescents and schoolchildren:
who are trying to find their way in life
and career path; who want to live a fuller
life but afraid of disappoint expectations