This document proposes a project called "Stereotales" to encourage young people to challenge gender stereotypes. It involves placing bookmarks with QR codes inside fairytales at bookstores. The QR codes would link to videos on the UNFPA YouTube channel where real people discuss how gender stereotypes negatively impacted their lives and choices, relating their stories to characters from the fairytales. The goal is to help young people think critically about social norms and stereotypes so they do not feel limited by them in choosing their own path in life. The project will be implemented between July and October with videos and bookmarks placed in 122 major bookstores in Belarus.

1. To encourage young adolescents and
schoolchildren
to build relationships with
no gender prejudices
and make choices
responsibly and unbiasedly.
Challenge

2. Most gender stereotypes is rooted
in knowledge that you absorb
as a child.
The problem is that in young age
critical thinking is developing so it’s
very challenging to distinguish what is
norm and what is not.
They can not deliberately ask
questions “Why women should have
kids?”, “Why girls can’t be
mechanics?”
Problem

3. Fairytales consist of and show classic archetypes
which basically means that fairytale is
a collection of stereotypes.
Young people absorb stereotypes from early age
not even thinking about that.
Insight

4. «Stereotales»
To show young people what’s going to
happen with fairytale characters
in real life.Idea

5. August — is a hot moment to prepare
for school and new semester at the
university.
Young people go to bookstores to buy
textbooks, notebooks, books and all
necessary things for school.
When and where?

6. Close to the school shelf at the bookstore we
put a shelf with fairytales. Inside each fairytale
we put special bookmarks on those pages
where the stereotype appears mostly —
moment where knight is about to save princess,
princess is bestowed in marriage ect.
Bookmarks look like crushed men and women
between pages of fairy tales.
How?
Message: Don’t be crushed by stereotypes.
Open a book and you will see a bookmark
with QR-Code saying: «Check the real story
of /Сinderella/ here»

7. Using QR-code young person is getting to the
UNFPA YouTube channel to watch one of the
videos on playlist where real people tell how
they became victims of stereotypes.
Every stereotype from fairytale leads to the
relevant video with an interview through
QR-code on bookmark.How?
Video examples:
Rapunzel story: interview with a woman who was
waiting for something making choices approved by
parents instead of making her dreams come true.
Cinderella story: interview with a woman who was
committed to house keeping and family caring just
because these were “woman’s responsibility”.
Prince Charming story: interview with a man who
grew up to be a businessman and leader just because
man have to earn money for the family tho he wanted
to be an artist.
Knight story: interview with a man who got
depression because he was always trying to be the
strongest, fastest, the best. That’s what a “real man”
should be like.

8. ● we reveal the fact of existing
stereotypes from early age help them
think critically about social norms
● real stories motivate young people to
choose their life path in a way not to
end up in the fairytale-interview
scenario
Why this is going to work?

9. Implementation
Timeline
July - October
Media channels: YouTube, website UNFPA (project section)
Offline: 122 biggest bookstore in Belarus (state “BelKniga” and
private “Oz.by”)
Online: playlist of 15 videos on UNFPA YouTube channel
Stereotypes and bookmarks:
Discover 30 fairytales to find 15 archetypes, identify 15
stereotypes and film 15 relevant interview

10. Thank you!