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According to research, there are pronounced gender stereotypes in vocational education in Ukraine. The goal of the "Test Drive Careers for Girls" campaign is to show schoolchildren and their parents, women, and female students of vocational institutions that there are career opportunities in professions typically considered "male."
In 2 months, we developed and implemented an educational program that includes 24 events in 9 regions and 8 online events (lectures by psychologists, career coach workshops, and meetings with professional ambassadors). Among our speakers were psychologists Svitlana Panina and Mariia Makuha, labor market experts Tetiana Pashkina and Mariia Abdullina.
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idea
name
slogan
visual style
website
comprehensive communication campaign with social media advertising
special projects in the media
where we engaged 3 well-known female bloggers to "test male professions" and break gender stereotypes.
Vladyslava Yurchenko
Dasha Yevtukh
Diana Kozachok
Alla Zaporozhan
Chef at the restaurant "Sto Rokiv Tomu Vpered"
Kira Abaza
Separator operator at the crushing and beneficiation plant of Ferrexpo company
Hasia Oksiukovska
Farmer
total reach in media and social networks
participants
6 excursions
to enterprises
18 workshops
in vocational institutions
8 online lectures
and workshops
videos
views
