Communications GPG

“Does it matter to you if we’re not equal” campaign (Belgium)


Organised by the Institute for the Equality of Women and Men

1) Brief description of the campaign

In accordance with its mission, the institute launched a campaign in 2010 to raise public awareness with respect to people’s daily behaviour that can reinforce gender inequality and gender-based discrimination.

[*Main messages*] (the campaign used 4 images relating to 4 themes):

  • Intimate partner violence;
  • Sexist stereotypes;
  • The gender pay gap;
  • Discrimination against pregnant women.

[*Slogan:*] Is it the same to you if we’re not equal?


  • 4 public notices in French, Dutch and German;
  • A flyer in French and Dutch;
  • A video in French and Dutch;
  • A new website was created, offering a quiz on the main themes of the campaign. After filling out the questionnaire, surfers were redirected to the Institute’s webpage;
  • A profile on Facebook.
    The campaign started in June 2010, together with the distribution of the institute study Pregnant at work: experiences of working women (press statement will be attached shortly).

2) General objectives of the campaign

The general objective of the campaign was to draw attention and to make people aware of behaviour or gestures that may seem innocent but can lead to gender-based discrimination.

3) Specific objectives of the campaign

More specifically, the objective was to remind the population that the institute is the government body to turn to in cases of gender-based discrimination by contacting its legal unit through its toll-free number 0800 12 800.

4) Target audiences (primary and secondary)

[*Primary target group:*] the public opinion.

[*Secondary target group*]: employers, trade unions, pregnant women, victims and perpetrators of intimate partner violence, advertisers.

5) Stakeholders involved and the difficulties encountered and surpassed while managining the relationship with them

The main stakeholders included organizations promoting gender equality, institutional partners (e.g. the Centre for Equal Opportunities and Opposition to Racism, the Regions, hospitals, public services, police departments, etc.), associations, social partners, sport centres, theatres, public welfare centres, libraries, schools, university campuses, cultural centres, school guidance organizations, family planning centres, and so on.

6) Resources and budget

The institute made use of a communication agency for the conception of the visuals and the supervision of the media plan. A team of 4 employees of the institute worked together to conceive the messages and manage the project.
The costs of the campaign amounted to around 80.000 Euros.

7) Detailed description of the communication channels used and messages conveyed. How did the organisers connect with their audiences? Possible pitfalls to be avoided.

60.000 posters were distributed through the institute’s partner networks, 2000 of which in the country’s 176 police zones, 600 in the trams, busses and metros of Belgium’s five major cities (Brussels, Liège, Charleroi, Antwerp and Ghent), and 600 more in all Belgian train stations.

The institute also distributed information flyers explaining its different fields of action. The post offices also cooperated in this distribution.

8) Explanation of the mechanism put in place to evaluate and monitor the campaign

Using Google Analytics, the institute analysed the traffic on the campaign website for each of the three languages (see attached reports for French, Dutch and German).

The institute also noticed a rise in information requests and complaints relating to pregnancy in the field of employment. The institute had focused its efforts on this theme within the context of its publication Pregnant at work: experiences of working women, and the launch of the campaign.

9) Lessons learned and pitfalls to be avoided

For a campaign of this magnitude the institute considered that it would have been useful to conduct a media analysis and to analyse traffic on its website.

As for the effect of the campaign, the institute noticed that it managed to draw the attention of the Frenchspeaking population in particular. Maybe a more in-depth analysis of the main themes of the campaign in the Flemish and German-speaking communities could have made it possible to have a better idea of the expectations and spheres of interest, allowing the use of different, language group specific approaches.

Furthermore, it would have been relevant to see to it that the communication agency developed the campaign starting from three languages separately, instead of translating the French version. The slogan was a lot less powerful in Dutch and German than it was in French. /]

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