Gender Equality at the Heart of Decent Work ILO global awareness-raising campaign

1. Gender Equality at the Heart of Decent Work ILO global awareness-raising campaign ILO Bureau for gender equality

2. Campaigning • Why • Designing a campaign strategy • Campaign Management • Impact assessment of campaign • Case study: ILO global gender equality at the heart of decent work campaign 2008-2009 • Lessons learned

3. Why campaign? Oxford dictionary: An organized course of action to achieve a goal

4. Designing a campaign strategy • Campaign preparation • Goal & Objectives • Who? Target audiences • What ? Key messages • Campaign concept • Communication products and tools • How reach audiences? Communication channels • When? Timeline • Resources and management? Campaign team and funds • Impact? Indicators for success

5. Case study: ILO Gender equality at the heart of decent work campaign (June 2008-June 2009)

6. Campaign preparation • March 2007 ILO Governing Body decision to hold general discussion Gender Equality at the Heart of Decent Work at ILC 2009  chart strategic course for future ILO work on gender equality • TC project – Norway “Harnessing the full potential of the 2009 ILC general discussion” • ILC Report • Public awareness raising campaign • Situation analysis, draft strategy and campaign concept developed Nov 2007 • Dedicated campaign team in place from Jan 2008

7. Why? Goal and Objectives Further advance gender equality in the world of work at the country level In the lead-up to the ILC 2009 general discussion Raise awareness on existing inequalities between women and men in the world of work and the need to overcome barriers Highlight specific linkages between gender equality and securing decent work for all women and men as main driver for sustainable development and ILO’s mandate and actions.

8. Who? Target audiences Stakeholder mapping Direct target audiences: ILO constituents, meaning governments, employers’ and workers organizations of ILO member States, participants in ILC discussion Broader allies and partners: the larger UN family, regional organizations, academia, NGOs and the media Public awareness raising campaign  target as broad as possible

9. Campaign concept Closely linked to ILC report: life cycle approach Gender = women and men Part of the broader ILO Decent Work campaign and its 4 strategic objectives: Rights, employment, social protection and social dialogue, but through gender lens and focus on access for women and men Built around 12 themes, together illustrating Gender equality at the heart of decent work Highlighting gender component of work of other ILO units and success stories in the field

10. Campaign concept Partnership GENDER/DCOMM Implemented together with HQ and ILO field offices and ILO-ITC Global: materials in English, French and Spanish (support other languages) Time-bound: One year in lead-up to ILC 2009 (ILC June 2008 – ILC June 2009) Timeline for 12 themes (ILO and international news hooks)

11. Selection of 12 decent work themes • Life-cycle • Four key gender equality conventions • Four strategic objectives of Decent Work • Rights • Employment • Social protection • Social dialogue • Global campaign but regional priorities • New issues

12. 12 campaign themes

13. Communication tools/products • Overall campaign slogan, symbol, design • For each campaign theme: • slogan • printed materials (poster, postcard, brochure) • Video News Release • Slideshow • Webpage with links • Press release and/or briefing • Feature story • Media trainings for journalists • ILO World of Work magazine April issue

14. Communication tools/products • For ILC 2009 • Full set of campaign materials • new GENDER stand • Campaign banners • 13th poster • Curtain-raiser movie • Paper bags, note pads • Flash presentation

15. Communication channels ILO Global GENDER Network in HQ and field offices ITC-ILO in Turin Web-communication E-mail address gendercampaign@ilo.org Direct mailings: comprehensive address list for regular distribution of printed materials Media relations (print, audio-visual, on-line and you tube) Events: International Women’s Day 2009 and conferences, meetings, workshops, world days

16. Campaign time-line • Preparation period (November 2007-May 2008) • Active campaign period (June 2008 – May 2009) • ILC general discussion (June 2009) • Evaluation period and campaign follow-up (July – December 2009)

17. Active campaign period

18. Campaign management • Dedicated team in ILO Bureau for Gender Equality, composed of 4 people • GENDER network + colleagues in DCOMM • Regional campaign support offered to the senior gender specialists • Materials produced with ILO technical units • Budget: • Graphic design, printing, translations, distribution • Video production • Staff costs + external collaborators

19. Impact: indicators for success Impact assessment conducted in Sep-Oct 2009 with field input and external evaluator Indicators: Translations of campaign materials in other languages Requests for more materials (ILO units, field offices) Requests via gendercampaign email (governments, employers’ and workers’ organizations, NGOs, students, publications, libraries, UN agencies …) Links from external websites to ILO gender campaign webpages Media coverage generated + use of VNRs “Multiplier effect” of the campaign

20. Launch of the Campaign “Soft launch” of the Gender Equality at the Heart of Decent Work campaign: Geneva, 5 June 2008 (during ILC 2008) press release, a press briefing, a specific campaign brochure, and campaign website launched in English, French and Spanish http://www.ilo.org/gender/Events/Campaign2008-2009/lang--en/index.htm

21. Theme 1: June 2008Gender, Education and Child Labour • World Day against child labour 2009 theme education • Brochure: Formula for progress: Educate both girls and boys • Messages: • Child labour is detrimental for both girls and boys • Girls need education like boys • Girls may face more barriers and difficulties • Video news release Moroccan circus school replaces child labour with education • theme materials developed in partnership with International Programme on the Elimination of Child Labour (IPEC)

22. Theme 2: July 2008Maternity, paternity and work • Slogan: Protect the future: Maternity, paternity and work • Messages: Convention 183 + paternity leave • Video news release Protecting maternity in Cambodia’s textile factories • Theme materials developed in partnership with TRAVAIL

23. Theme 3: August 2008Breaking gender barriers in youth employment • Brochure: Youth Employment: Breaking gender barriers for young women and men • Messages: youth employment, gender stereotypes and occupational segregation, young women vulnerable situation, discriminationhttp://www.ilo.org/gender/Events/Campaign2008-2009/lang--en/WCMS_097842/index.htm • Feature story: A young woman’s quest in a male-dominated profession in Brazil • Video news release Young Women and Men in Kyrgyzstan • Press release issued on International Youth Day (11 August 2008) • Theme materials developed in partnership with Youth Employment Programme (YEP) • Materials distributed at 4th World Youth Congress (August 2008, Canada)

24. Theme 4: September 2008Equality and non-discrimination • Brochure: Remove the obstacles! On the right track to equality • Messages: ILO Conventions 100 and 111, discrimination, benefits of equality • Video news release Equal Pay in the restaurant sector in Portugal • Feature story Women in the police force in Fiji • Theme materials developed in partnership with NORMES – Equality team

25. Theme 5: October 2008Senior workers • Brochure: Rights, jobs and social security: New visions for older women and men • Messages: ageing populations everywhere, multiple layers of discrimination faced by older workers, social security issues, spec. issues for older women • Video news release on Chaltu: Never Too Old to Change Her Life (Ethiopia) • Press release :ILO Gender Equality campaign highlights need for rights, jobs and social security for older women and men • Theme materials developed in partnership with Employment Policy and Social Security Departments

26. Theme 6: November 2008Skills and entrepreneurship • Brochure: Skills and entrepreneurship:Bridging the technology and gender divide • Messages: gender gap in access to skills/technology, women’s entrepreneurship and economic empowerment, vocational training • video news release on Women's Cooperative Spins Ancient Technologies into Commercial Success (Argentina, with ILO/CINTERFOR) • Feature story From Veil to Camera: Empowering women through skills training (India) • Theme materials developed in partnership with SKILLS and Women’s Entrepreneurship Development and Gender Equality programme (WEDGE)

27. Theme 7: December 2008Migrant workers Brochure: Women and men migrant workers: Moving towards equal rights and opportunities Messages: feminization of migration, spec. issues faced by men and women migrant workers need specific policies and measures, social protection, discrimination Video news release on Protecting Male and Female Filipino Nurses Migrating Abroad Feature story From high fashion “alta moda” to dress-making in Ukraine Theme materials developed in partnership with MIGRANT

28. Theme 8: January 2009Green jobs • Brochure: Green jobs: Improving the climate for gender equality too ! • Messages: impact of climate change on working women and men (employment sectors), role of women in mitigation of climate change impact, green jobs • Video news release When community clean-up generates livelihoods for women(Burkina Faso) • Feature story: India’s barefoot solar engineers fight climate change and poverty (India) • Theme materials developed in partnership with INTEGRATION

29. Theme 9: February 2009Social dialogue Brochure: Social dialogue at work: Voices and choices for women and men Messages: women’s participation in social dialogue (governments, employers’ and workers’ organizations), Crucial role of social dialogue and tripartism in advancing gender equality in the world of work Video news release: Social Dialogue: Creating employment opportunities for Yemeni women Theme materials developed in partnership with DIALOGUE and SECTOR http://www.ilo.org/gender/Events/Campaign2008-2009/lang--en/WCMS_101820/index.htm

30. Theme 10: March 2009Workers with family responsibilities • Brochure: Work and family: The way to care is to share! • Messages: Convention 156, unpaid care work, need for policies to better balance work and family responsibilities for women and men • Video news release Sharing work and family responsibilities in Paraguay – ratification of C. 156 • Feature story: By cooking and cleaning, Cambodia’s Mr. Mom sweeps away poverty • Theme materials developed in partnership with TRAVAIL

31. Theme 11: April 2009Occupational safety and health • Brochure: Providing safe and healthy workplacesfor both women and men • Messages: importance of OSH culture, women and men in different employment sectors, specific OSH policies and measures needed for women and men, workplace violence, • Video news release: Women construction workers in India • theme materials developed in partnership with SafeWork

32. Theme 12: May 2009Women and the ILO Contribution to ILO 90th anniversary celebrations Brochure: Women’s Empowerment: 90 years of ILO action! Messages: ILO’s action from protection of women to equality of opportunity and treatment, women’s economic empowerment, advancement of women within the ILO, key figures Video news release with Ms. Ducci, Executive Director, Office of the ILO Director-General

33. Lessons learned • Very ambitious campaign but with sustainable outputs • Successful way of illustrating complex themes • Mix of themes = striving for gender equality in the world of work has many dimensions and needs attention throughout an individual’s life • Mix of channels: use even more the new media? • Mix of materials: allowed for different usages by different target groups • Language strategy: global campaign  local languages for maximum impact • Importance of global gender network and ILO partner units • Campaign management process and resources crucial

34. Website: www.ilo.org/gender click on: