This Croatian campaign is not COVID-19 related. It was launched for International Women’s Day by CLM BBDO and NGO, CARE. Women’s equality may not be THE cause right now but the need to achieve it is not subdued by coronavirus. The campaign targets men.
According to a UN study published on Friday March 6, 9 out of 10 people in the world have a gender bias.
On Sunday, March 8, during a long-awaited football match in Croatia between rivals, Rijeka and Hajduk Split, Rijeka star player, Franko Andrijašević, arrived in the field wearing a pink team jersey instead of the official team white one. Social media began buzzing. At half-time, the reason was revealed in a film screened to the crowds, both at the game and watching on TV.
The film showed Andrijašević pulling his jersey from the washing load that included red socks. He comments, “rookie mistake”. The film then adds, Achieving gender equality takes practice. Let’s continue.
The activation aims to make the male population in the Balkans aware that a more equal distribution of household chores is a first step towards greater equality between men and women. In the Balkans, only 11% of men are involved in household chores.
“Football is known as a very macho sector,” Andrijašević explained. “And in the Balkans, our societies are also rigid due to the legacy of years of war and a lot of clichés: women have to take care of the house first and foremost and men have to behave in a virile and violent way. I hope that this action, which will be seen by millions of people in front of their TV sets, will launch debates within families and encourage people to free themselves from the stereotypes that lock us up.”
CARE works to promote equality and positive masculinity throughout the world. In the Balkans, for example, more than 100,000 boys and girls between the ages of 13 and 19 have already participated in CARE’s Be a Man clubs, which are now integrated into school curricula. Its motto is Becoming a man is all about strengthening your neurons more than your biceps. Let’s put an end to stereotypes.
“Nine out of ten people in the world have gender bias, according to the latest UN study released on March 6. This is a stark reminder of what we see on the ground every day. This is what we are helping to change through our programmes to defend women’s rights, thanks in particular to the involvement of men,” explained Philippe Lévêque, director of the CARE France association.
“Men are key players in putting an end to gender stereotypes. Like Franko Andrijašević, many are already committed, but all must now join the fight led by millions of girls and women for the respect of their rights around the world. The example of laundry may seem insignificant but has extremely negative impacts – often unsuspected – on women’s social and economic rights. And we will not achieve equality without a profound change in the behaviour of all of us. Structural changes are needed at all levels of society: from the home to national law.”
Creative Agency: CLM BBDO
President: Valérie Accary
Creative Directors: Stéphane Santana & Benjamin Dessagne
Art Director: Tom Desmettre
Copywriter: Vincent Vigneron
Designer: Linnéa Kavsjö
Design Director: Clement Payen
Producer: Pierre Boudin
Account Director: Antoine Victor
Strategic Planner: Margaux Grenouilloux
Communication & Influence Manager: Marion Weill-Collange
Communication & Influence Consultant: Fanny Sachot
Director Of Communications & Donation Collection: Emanuela Croce
Head Of Communication And Media: Laury-Anne Bellessa
Press Relations Officer: Camille Nozieres