The #inFAIRness campaign was launched at the Senate of the Philippines last August 15 as a product of Spark! Philippines (Samahan ng mga Pilipina para sa Reporma at Kaunlaran) and Mr. Click eMarketing Services’ collaboration. Supported by Investing in Women, an initiative of the Australian Aid, this nationwide advocacy campaign seeks to normalize the role of men at home and empower women’s economic prowess.
The Global Gender Gap Report of 2017 cites that the Philippines remains the highest in terms of being the most gender friendly country in Asia, despite sliding to 10th place from 7th place of the previous year. The slide was due to the widening gap in the economic participation and opportunity.
“We’re working to overcome some of the social norms that limit the way women operate within our economies and the opportunities they have,” Investing in Women CEO Julia Newton-Howes said. “Together with #inFAIRness movement, our work is based on the understanding that when women and men have the same opportunities within our economies, our economies will grow more rapidly and provide opportunities for everyone.”
The #inFAIRness movement emerges as a very relevant campaign that promotes the culture of nurturing gender equality as a means for our society to progress holistically. “We aim to break stereotypes and challenge assumptions for gender equality,” said Spark! Philippines Executive Director Mikaela Teves. “We are working on promoting shared tasks at home and recognizing the importance of women’s economic role.”
Spearheaded by Senator Grace Poe-Llamanzares, chair of the Committee on Public Information and Mass Media, and the Department of Transportation (DOTr), the campaign will utilize traditional and technological approaches to gather attention towards the initiative including: 1) posting of stickers in Public Utility Vehicles (PUVs) in partnership with DOTr; 2) gender and development training for marketers and brand managers in partnership with the Philippine Marketing Association; and 3) regional campaign roadshows in Cebu and Davao.
These will be supplemented with a social media campaign series which aims “to create an online community of champions among men and women who believe in the advocacy,” as mentioned by Romeo Sustiguer, Jr., President of Mr. Click.
The #inFAIRness campaign is calling everyone to acknowledge the importance of gender equality. Achieving progress as a nation will always be easier if there is a collective sense of accountability and inclusivity within its people.