Look Beyond: Chores Have No Gender.
UN Women та UNFPA
Categories of works.
Strategy / Social / Creative / Idea / Advertising / Production / Video production
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.
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.
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