On Wednesday 6 June, Digital Campus Bordeaux hosted the Like Gender Equality conference on the theme of “How to create responsible digital content in terms of gender equality?”.
A project led by the Actiplay group, in partnership in particular with the gender equality consultancy Ni+Ni-, which echoes our everyday ways of getting information and communicating, as well as our future careers, which are resolutely digital.
An ambitious project that makes sense even beyond our borders, which is why it is co-funded by the European Union's Erasmus+ programme.
It all starts from a simple observation: equality that is not reflected as widely as it should be, particularly in the media and other digital and written materials, whatever they may be. Stereotypes, shortcuts, poor taste — it is not unusual to find written or visual content that confines men and women to reductive or even loaded roles. This is therefore a challenge worth addressing with tools that make it possible to raise awareness, instil a sense of responsibility and educate audiences so that they no longer fall into outdated clichés. While primarily intended to be rolled out within companies by decision-makers, the toolkit offered by Like Gender Equality is nonetheless aimed at all kinds of audiences and all cultures, in several languages (French, English, German, Bulgarian).
This toolkit therefore includes:
- A half-day or full-day training module covering the presentation of the gender equality theme, the key observations, the responsible approach to convey, and the serious game.
- A deployment guide for the module, aimed at people who will run workshops on this theme
- A serious game to raise awareness of good creative practices
- A presentation video, which can be found here: https://bit.ly/2szWAcf
This highlights the importance and the full difficulty of such a project, which must adapt both to different audiences and to the different codes and cultures of the various countries. It took no less than 3 months just to develop the serious game, in collaboration with the many European partners.
The presentation of the tools was followed by testimonials from professionals involved in the subject. Sophie Buffeteau, regional director for women's rights and equality, spoke about the difficulty of achieving equal representation of women and men in all types of companies, which is only reached when there is a balance of 40%.
Marie Laure Hubert Nasser spoke about her involvement in the feminist cause and the sensitive cases she has faced in communication campaigns as Director of Communications for the city of Bordeaux.
Nicolas Pasetti, a guest lecturer in Brand Content at Digital Campus Bordeaux, stressed the importance of, and the vigilance required with, the creation of content, messages, channels and target identification in any communication/marketing campaign.
These testimonials did not leave our students indifferent, as they spoke up in turn, showing both their interest in the subject and their own outlook, which did not always align with that of their elders. Students who are clearly just as committed as their school!