Look Beyond: Chores Have No Gender
UN Women та UNFPA
During the COVID-19 pandemic, many people began to work more at home, but due to gender stereotypes, the burden of housework fell mainly on women. UN Women and UNFPA decided to challenge the the unequal distribution of household responsibilities.
To this end, we launched the communication campaign Look beyond! which encouraged people to take a broader look at household chores.
The idea was embodied in outdoor advertising and a series of videos that showed stereotypical domestic scenarios with unexpected resolutions. A fun Instagram filter was also developed.
The campaign sparked intense discussions and was subsequently promoted globally by the UNFPA office.
RESULTS.
The Look Beyond campaign sparked heated debate in many countries. So later it was expanded to Western Europe and Central Asia. Today, the campaign is being promoted globally by the UNFPA office in New York.
Credits & Outcome
Idea:
Iryna Pavlova, Olga Mykhalets
Director/Producer:
Olga Mykhalets
Assistant Producer:
Daria Kukisheva
Editor:
Mariya Skarboviychuk
Sound Designer:
Igor Bondarenko
Art Director:
Iryna Pavlova
Graphic Designer:
Yana Zinevich
Account Manager:
Hanna Savchuk
Strategist:
Taras Mokhonko
Media Managers:
Artem Bondar, Andrii Hirchuk
