#inFAIRness Campaign

SPARK! launched a multi-platform advocacy campaign entitled Breaking Stereotypes which aimed to break stereotypes and representations toward gender equality. #inFAIRnessCampaign seeks to normalize women’s economic role over their life course and men’s domestic role. It calls for an equal partnership between women and men to realize their rights and economic opportunities.

The nationwide campaign being supported by “Investing in Women”- an initiative of the Australian Government, first launched on August 15, 2018, at the Senate of the Philippines, in collaboration with Mr. Click eMarketing Services. The nationwide advocacy campaign targets to utilize both the traditional and technological approaches including the public and private sector, as well as the media personalities who have similar advocacy to generate public awareness and gather support from the public about the gender equality agenda.

Spearheaded by the chair of the Committee on Public Information and Mass Media, Senator Grace Poe-Llamanzares and the Department of Transportation (DOTr) with the local government units, stickers with gender equality messages were posted in public utility vehicles where it can easily be seen and read by men and women from different walks of life. It seeks to influence and change the public attitudes on traditional gender roles at home and in the workplace by normalizing women’s economic contribution to society and men’s domestic role. Likewise, raising awareness and equity for men and women to have equal access to choices on how to ensure work-life fit and ensure women workers are treated fairly at work and at home.

 Thus, Information, education, and communication  (IEC)  materials about men’s productive role and women’s economic role in the society were also produced as part of the initiative. Public relation events through content launching and Basic Gender and Development Seminar for Marketers and brand managers in partnership with the Philippine Marketing Association were conducted. Together with regional campaign roadshows in Cebu and Davao.

 

This online #inFAIRnesscampaign, target a wider demographic by tapping and influencing everyone regardless of educational background, age, relationship status, economic status, and religion to change their mindset towards gender and sex roles and be advocates of gender equality.