Everything seemed fine with our attitude toward gender equality. That's just how our mothers, fathers, and grandmothers have been going about life:
So why fix what isn't broken?

So our actual task was to actualize the topic of gender equality in society and initiate discussion.

We divided the campaign into two stages. The first stage questioned the viewer whether the problem of gender stereotypes affected him/her personally.

On the project website, a viewer could take a "What do you think the opposite sex thinks about you" questionnaire and compare his/her results with actual opinion polls.

Then modern writers joined the project to shed light on the problem of equality in everyday life situations by creating original stories and essays.

Singers Alina Pash and Freel wrote the song "Don't Nag" specifically for the project. A music video and TV commercial followed shortly after.

The second stage was more massive:

CHALLENGE

SOLUTION