Молодые Львы'2020. Media. Команда 4

1. Gender
stereotypes
01

2. SITUATION | PROBLEM 02
Each person has both female and male features. And the hormones produced are the same, just someone has more
estrogen, someone has more testosterone. The difference between a man and a woman is exclusively quantitative, not
qualitative, even from the point of view of physiology.
Boys are taught to reppress in themselves all “tipical” female features, and girls are taught to hate and reppress in
themselves everything masculine. It causes an internal conflicts. So there is misunderstanding and enmity between the
sexes: the desire of feminists to prove that they are no worse than men, and the desire of the “true men” to "put women
in their place."
CHALLENGE
To create a media strategy for no standard promotion of the campaign that
captures gender stereotypes’ free environment for young adolescents and
encourages young people to build relationships with no prejudice and make
choices responsibly and unbiasedly.

3. NEW LOOK ON
TARGET
AUDIENCE
03
When we say that the social environment contributes to the development
of gender stereotypes, we seem to relieve ourselves of responsibility. This
faceless “environment” forbids the boys to cry, tells the girls that they must
be able to cook super delicious food for all the family, “environment” uses
the words “girl” and “boy” in an abusive sense. But the main “environment”
for children and adolescents is parents, relatives. They affect the gender
perception of children. Gifts that are clearly separated by gender, personal
example and attitude towards the child - all this affects the child's
acceptance of gender stereotypes. So we decided to focus on the older
generations that have main influence on our target audience.

4. INSIGHT
The phenomenon of "disappearance" of gifted women and men.We see many talented girls and boys in preschools
and schools, but at each next stage of the “university-work-career” growth chain, women and men begin to play
generally accepted roles as male earner-defender and female housewife. Men, trying to prove their masculinity to the
world, become aggressive, and women settle in simple jobs or completely disappear from sight because of
concentration on the family and personal life.Their talents and internal wishes, which were so clearly manifested in
childhood, are erased under the pressure of gender stereotypes. But everybody already know that you are your talents
and interests. If you lose it, you lose yourself.
So we lose women who could build spaceships and conquer the galaxy and men who would do the most awesome
manicure!

5. RED BOOK
of people who have forgotten who they are.
The “Red Book” of people who have forgotten who they are.
On the pages of the red book will be depicted people who, due to
gender stereotypes, have lost their uniqueness.What is presented on
the page:- children's photos- main hobbies, talents and features that
make him unique.
IMPORTANT: We do not indicate sex, gender, name, age and nationality.
On the last page there is an inscription: “If you forgot, then do not let
your children forget.”
IDEA!

6. INSTRUCTION FOR
PARENTS
Teach your child to listen to his inner wishes.
Be an example of non-stereotyped behavior.
Let your child experience the full range of emotions.
Let your imagination be free of stereotypes! Trim Barbie's
hair and leave Spider-Man at home to look after his
children!
At the end of the Red book we put a list of measures to
prevent gender stereotypes.
1.
2.
3.
4.

7. ACTIVATIONPIn every belarusian public institutions like schools,
kindergartens, sports centers, shopping and
entertainment centres and etc. we leave our books
on special racks at places where parents spend their
time waiting their children. These places are waiting
and changing rooms, tribunes at sport centres,
reception in healthcare centres and etc. Also we leave
it in places of public catering to spread the effect of
hand-to-hand book transfer.

8. CAMPAIGN OVERVIEW
PROBLEM
Gender stereotypes have
negative effect on self
perception of
adolescents. They
prescribe behavior,
tastes, desires, feelings,
without asking whether a
girl or a boy like it or not.
And mostly it depends
not only the system we
live in but also on
parents and their
principles of upbringing.
INSIGHT
These stereotypes
lead to the
phenomenon of
"disappearance" of
gifted women and
men. It means that the
future of all the
human is under the
danger of losing of
unique identity.
IDEA
To create the “Red
Book” of people who
have forgotten who
they are. To show that
there is a chance for
disappearance of
something important
and a chance to live
without gender
stereotypes.
ACTIVATION
Public places where
children often spend their
time with parents.