Young Glory – Gender Equality (January)

Problem

When 50% of the population is not able  to access the same opportunities as the other 50%, 50% of  every country around  the world is held back.  As humanity stands currently, we are a mere half of everything we could be.

Brief

Inspire people to take action in their daily lives to fight stereotypes, speak up for equality,  and spread the message to others. Help people recognise and change the everyday sexism they encounter, endure, or
(wittingly/unwittingly) promote. 

Considerations

Find a way to influence movers and shakers. This is NOT just about talking to men. Despite the name “HeForShe”, the organisation does not want to focus solely on talking to men. Gender equality is not a women’s issue, it’s an everyone issue. Focus on the solution, not the problem, and help people recognise and change the everyday sexism they encounter, endure, or (wittingly/unwittingly) promote. 

Insight

Change through conversation is  most effective when discussions have both facts and multiple  points of view.


 
 

Idea

Hijack office morning tea conversation. Switch out small talk about  the weekend and weather by providing engaging, educating conversation starters, cake  and topics for discussion and debate. Introducing EduCake – Education, with a side of cake.

Execution

EduCake partners with morning tea supply companies to produce a morning tea package that has thought starters, facts and insights printed on supplied plates. Colleagues can discuss  and debate the points, creating conversation,  fostering education and raising awareness. 

 
 
Delicious cake, obviously.

Delicious cake, obviously.

Cake box designed by an artist close to the cause. 

Cake box designed by an artist close to the cause. 

Set of plastic plates –  designed with illustrations holding information, quotes, facts and thought starters about gender equality.

Set of plastic plates –  designed with illustrations holding information, quotes, facts and thought starters about gender equality.

 

make your next morning tea
more meaningful. 

EduCake out of home advertising in key transit locations targets commuters. Intrigue is created with unique posters and a push to view more of the creative campaign imagery on social media while commuting. 

 
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Example of plate designs.

Example of plate designs.

 

Social Sharing

EduCake partners with artists and creatives to ensure the packaging, plates and typography of the information is displayed in an Insta-worthy way.   Sharing, conversation starting and encouraging others to begin the conversation in their workplaces will build the campaign following. 

 
 
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what does success look like?

Success looks like mature, educated conversations that lead  to greater awareness  and action. In order to achieve this people need the facts and they need to know how they can be active in the space - EduCake provides both.  

 
 

Idea Extension

While tackling gender equality is the trigger for EduCake, the platform can be extended to encourage companies to tackle more issues and create more aware employees. Additional ideas are unlimited; two examples  are overfishing and  children missing breakfast.

 
Example of idea extension - Children going without breakfast. 

Example of idea extension - Children going without breakfast. 

Example of idea extension – Overfishing. 

Example of idea extension – Overfishing. 

 

We as humans, are not limited to caring and taking action on just one issue. Building passion for communities, and education across a wide variety of topics, starting with equality is at the heart of this campaign. 

 
 

Why

With my colleagues?

Office’s are made up of a collection of colleagues, often people from different backgrounds, races and demographics. It’s easy to have a conversation about hard topics with like minded people. It’s when you group different points of view together that a real difference and impact can be made in the space of gender equality.

In the office?

In western countries one of the key areas that gender inequality is seen is in the workplace, this platform provides the tools to start conversations, and create action where it’s needed most to build a truly equal workplace.  

How can the idea be extended?

This is a platform for education and can be extended to educate and tackle different issues. Companies can order different morning tea packages with conversation plates to discuss different topics at each event. Teams can choose based on what is topical at the time or HR could choose packages that are helpful in assisting with culture change.  

That’s great for the western world, how can we help less privileged countries?

All profits from the sale of EduCakes will be donated to the cause that most closely aligns with the topic.