According to a new UN study released on March 6, as many as 9 in 10 people worldwide have a gender prejudices.
On International Women's day on March 8th, long-awaited football match, Rijeka against Hajduk Split, took place in the city of Rijeka. While all the players from Rijeka football club wore the official white jerseys, the star player Franko Andrijasevic took everyone by surprise when he entered the field wearing jersey dyed in pink. Question that everyone was asking was - what he's doing in a pink jersey, however Franko who, together with humanitarian organization CARE supports the slogan “Achieving equality between men and women takes a lot of work, time and effort. Let's go on", revealed the reason at halftime in a video which was broadcasted in the stadium and on the social media. Find the reveal video on a link.
“Football is known as a very macho industry. And in the Balkans, our societies are also affected by the legacy of years of war and lots of clichés: women must first take care of the house and men are expected to be macho, raise voice and make decisions in family and society as a whole. I hope that this action, which will be seen by millions of people in front of their TV, will start debates within families and encourage people to break free from the stereotypes that inhibit us,” explains Franko Andrijasevic.
Equality is something that matters to each of us, and it's important particularly in families, where gender stereotypes are very present. All over the world, household chores are still, mainly, women's responsibility, therefore defending equality and fighting against stereotypes were objectives of CARE awareness-raising campaign. Household chores remain one of the sectors where inequalities persist most with consequences that must not be ignored : in addition to reinforcing an image of female inferiority, domestic work is presented as being less important, although it's vital for our families and communities, since it contributes the overall economic and social development of society.
● In 2018, 79% of European women said that they take care of the kitchen and household chores every day, while many of them work a double day: at work and at home.
● In the Balkans, only 11% of women said their partner does the laundry, according to the studies furnished by CARE France.
● In Croatia, the burden of daily households chores stills falls on women's shoulders: 60% of women prepares food, 71% of them does the cleaning and 80% does the washing. At the same time, men are left with sporadic chores such as fixing things (84%) and paying bills (41%). Most men are content with this distribution of tasks and suppose that their partner is satisfied too.
It's difficult to get rid of these stereotypes related to domestic work. Since they are so ingrained in the collective unconscious, transgressing them can have serious consequences.
● In France, 43% of men think that they have fewer natural dispositions for housework than women.
● In Balkans, 51% of men think a woman’s most important role is to take care of home and cook for a family, while 53% think that changing diapers, bathing kids and feeding them, is a mother’s responsibility.
This campaign was designed pro bono by the agency BBDO Paris, and we, proudly, conducted it in Croatia.