Sexism is rampant in totalitarian countries, particularly those that like to fire missiles at their neighbors. In contrast, the Gender Gap Index is usually lower in Western countries. This indicator takes into account the level of access to resources and opportunities for women compared to men and has a value from 0 to 1. A score of 1 indicates complete equality between women and men, and 0 indicates complete inequality. Thus, in the UK, the gender inequality index is 0.775. Some post-Soviet countries, such as Latvia and Lithuania, have achieved even greater success in combating sexism, with indexes of 0.778 and 0.804, respectively.

Task

A full-scale war has exacerbated many problems and at the same time become a filter for good and evil. Sexism is not a far-fetched issue of the feminist community — it is a kind of test of civility. 

The goal of this campaign is to encourage people to think about who we want to be on the same side with: Iran or Britain, Russia or Lithuania, China or Latvia? 

Solition

he agencies decided to look at the issue from a different angle. Namely, to compare the situation with women’s rights in the countries that form the “axis of evil” (Russia–Iran–China) with the situation in those that help us most in the fight against the occupiers.

The creators created a document describing the rights of women in all these countries. 

Communication about the campaign began on the pages of agencies and covered such media as NV, Wonder, Telegraf Desing, etc. 

A separate material was an article written jointly with experts and published in one of the largest national media outlets, the online news publication “Vikna”.

The campaign also communicated with the audience offline thanks to the support of Perekhid Outdoor and placement on outdoor advertising media.

Result

The campaign covered various channels of communication with the audience and sparked a discussion that included odious activists:

• social media coverage — 57,395;
• interactions — 1,868; 
• media coverage — 851,621;
• outdoor advertising — 8 million contacts.

The main insight and conclusion of the social campaign is that gender equality is a sign of a civilized society, and overcoming sexism at all levels is the first step for a country that wants to be on the right side.