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#inFAIRness advocacy campaign challenges gender stereotypes

The Global Gender Gap Report of 2017 cites that the Philippines remains the highest in terms of
being the most gender-friendly country in Asia, despite sliding to 10th place from 7th place of the
previous year. The slide was due to the widening gap in the economic participation and opportunity.

Seeking to normalize the role of men at home and empower women's economic prowess is the #inFAIRness campaign launched at the Senate of the Philippines last August 15.

The event was spearheaded by Spark! (Samahan ng mga Pilipina Para sa Reporma at Kaunlaran) Philippines, Inc. and Mr. Click E-Marketing Services, who have partnered with local government officials, transport groups and  and marketing and advertising associations to spur equal conditions for men and women, and diminish gender stereotypes. The campaign will draw attention to women’s immense contribution to the economy.

Supported by Investing in Women, an initiative of the Australian Aid, the kick-off launch was co-hosted by Senator Grace Poe, chair of the Public Information and Mass Media Committee; and Senator Risa Hontiveros, chair of the Women, Children, Family Relations, and Gender Equality Committee and attended by most of the Senators who expressed commitment to support the national campaign.

Department of Transportation (DOTr) Assistant Secretary Elvie Medina, Transport groups (FEJODAP and ACTO), other foreign embassies, and other advocates were also there to support women’s economic empowerment as a driver for growth in the country.

Senator Risa Hontiveros, chair of the Women, Children, Family Relations, and Gender Equality Committee; 
Senator Grace Poe, chair of the Public Informationand Mass Media Committee;
Australian Ambassador to the 
Philippines Amanda Gorely

“We are pleased to join hands with the Philippine Government and many different organizations in launching an undertaking that seeks to break gender stereotypes,” Australian Ambassador to the Philippines Amanda Gorely said.

“We’re working to overcome some of the social norms that limit the way women operate within our economies and the opportunities they have,” Investing in Women CEO Julia Newton-Howes adds. “Together with #inFAIRness movement, our work is based on the understanding that when women and men have the same opportunities within our economies, our economies will grow more rapidly and provide opportunities for everyone.”

The #inFAIRness movement emerges as a very relevant campaign that promotes the culture of nurturing gender equality as a means for our society to progress holistically.

“We aim to break stereotypes and challenge assumptions for gender equality,” said Spark! Philippines Executive Director Mikaela Teves. “We are working on promoting shared tasks at home and recognizing the importance of women’s economic role.”

Spark! And Mr. Click are targeting urban commuters, as well as the transport, advertising and marketing industries, that can help shift prevailing mindsets about women in society.  The campaign seeks to foster greater understanding of harmful gender norms and the benefits of gender equality to the Philippines economy.

Stickers will be posted in public utility vehicles (PUVs) in partnership with DOTr and the local governments in Manila, Cebu and Davao.  There will be gender and development training for marketers and brand managers in partnership with the Philippine Marketing Association.

These will be supplemented with a social media campaign series which aims “to create an online community of champions among men and women who believe in the advocacy,” as mentioned by Romeo Sustiguer, Jr., President of Mr. Click.

The #inFAIRness campaign is calling out to everyone to acknowledge the importance of gender equality. Achieving progress as a nation will always be easier if there is a collective sense of accountability and inclusivity within its people.

To learn more, follow #inFAIRness on social media: Facebook: @inFAIRnessmovement Instagram: @inFAIRnessmovement Twitter: @inFAIRnessPH

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