AUSTRALIAN GOVT SUPPORTS NATIONAL CAMPAIGN TO PROMOTE GENDER EQUALITY
The Australian Government supported the launch of #inFAIRness, a nationwide advocacy campaign for a more equal Philippines, on 15 August 2018 at the Senate of the Philippines.
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.
The kick-off launch at the Senate 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) Secretary Arthur Tugade, Transport groups (FEJODAP), other foreign embassies, and other advocates were also there to support women’s economic empowerment as a driver for growth in the country.
“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.
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. An social media campaign has started to create buzz in the online community, and may eventually pave the way for the emergence of both male and female gender equality champions.
The nationwide campaign is supported by Investing In Women (IW), initiated in 2016 by the Australian Government to catalyse inclusive economic growth in South East Asia. IW aims to improve women’s participation in the workforce and as business leaders; enhance women’s voice in decision-making and leadership; and influence the private and public sectors to recognise and promote the value of gender equality.
The commitment shown by senior leaders of the Philippines is expected to usher real and lasting change to drive stronger progress to full gender equality in the country.