Equality between men and women is a fundamental principle of the European Union. The Europe 2020 strategy brings out gender equality as a lever of economic growth, employment, social cohesion and sustainable development.In this context, the Recommendation CM/Rec (2013)1 of the European Committee of Ministers to member States on gender equality and media points out that : "The media are centrally placed to shape society's perceptions, ideas, attitudes and behaviour... They can either hinder or hasten structural changes towards gender equality.". That is why the European Committee aks also for policies of member States which make media professionals aware of their influence on gender equality, specially through the gender stereotypes they disseminate. The project "LIKE" GENDER EQUALITY (with reference to the common social media terms LIKE/DISLIKE) develops an awareness and training toolkit of 6 tools for tackling gender inequalities in digital media. Why a focus on digital media ? Firstly because it is a growing medium and is leading medium among youth, and secondly because it includes many gender stereotyped contents, especially in video games, in advertising, and on websites...This project is very innovative because it has been conceived and created on the basis of a "DIGITAL GAMING" learning approach. This has been chosen because of a couple of the target group is both young and digital.The project is carried out in four countries : Bulgaria, France, Germanyand The United Kingdom. The transnational approach enriches the efficiency of the project by sharing the good practices of each country, contrasting the very different national contexts in terms of maturity towards gender equality and digital matters, and finally the complementary experiences and skills of the partners.Objective :The training project "LIKE" GENDER EQUALITY aims to train and sensitise digital developers (creators and disseminators of digital contents) and their trainers (from training companies and organisations), as well as students (as future digital developers) and their teachers (from schools and universities). It also aims to convince decision-makers within the digital sector to encourage the training project.The training objective is to turn digital content creators into responsible developers of gender-egalitarian digital content. The final objective of this training project is to reduce gender inequalities and then to contribute to social cohesion, sustainable development, economic growth and employment in Europe.Target :- Digital professionals (creators and disseminators of digital contents) and students- Trainers and teachers within training organisations, schools and universities in digital media and communication (media, advertising)- Decision-Makers within the digital and communications sectorStructure :The project develops, implements and disseminates six complementary training and awareness tools :- A Training Module on "Gender Equality in Digital Content". This Training Module is used by trainers and teachers to teach digital professionals and students of digital media how to create and disseminate gender-egalitarian content.The Training Module can also be used self-sufficiently.- A Guide for trainers and teachers to properly use the Training Module - A Set of tools to ensure validation of the gender equality learning through ECVET- A Digital Training Game. This focuses on gender stereotypes in digital content. It enables learning, in a particularly entertaining way, in how to identify a gender stereotype and how to create non stereotyped contents.- A Guide for trainers and teachers to properly use the Digital Training Game - An Awareness Film. This is intended to convince digital decision-makers to become promoters of egalitarian digital contents.Project partners :- ConcoursMania (France) : Digital Company - www.concoursmania.com- Dekra Akademie GmbH (Germany) : Education Company - www.dekra-akademie.de- Fastrak Consulting (United Kingdom) : Learning Technologist - www.fastrak-consulting.co.uk- Pascale Moisset (France) : Consultant in gender equality - www.niplusnimoins.fr- Student Art Computer Society (Bulgaria) : Youth Association for Students - www.scas.acad.bg
CONTEXT: Given the very strong development in recent years of digital, the question arises of the proliferation of gender stereotypes, especially in online games, advertisements, websites, Twitter accounts, Facebook ... Yet the control in advertising, or promotional in the broad sense, is complex to implement, including a much less restrictive regulation than in television. OBJECTIVES: The main aim of the Erasmus + "LIKE" Gender Equality partnership is to alert, raise awareness, empower digital media professionals in the field of gender equality, and help them adopt better professional practices in the creation of gender equality. digital content that they broadcast. At last, everyone can better identify gender stereotypes to eliminate them in its production of digital content. The partnership therefore aims to offer information, training and awareness-raising tools on gender equality for digital professionals, from students to decision-makers. PARTNERSHIP: The partners of the program: Representing France: - Actiplay, data marketing agency for conquest and customer engagement, specializing in the creation of digital contests. - Ni + Ni-, expert agency for equality between women and men: initiator of the project Representing Germany: Dekra, expert in training and vocational education Representing Bulgaria: SCAS, association of networks of youth information centers and multimedia creation, quality manager and expert in European projects Representing the United Kingdom Fastrak: consulting agency in communication and digital learning DESCRIPTIONS OF THE MAIN ACTIVITIES IMPLEMENTED: - Actiplay: leader and coordinator of the project and production of a Serious Game (IO4) - Ni + Ni-: project leader: creation of a transnational training module on gender inequalities (IO1) - Dekra: responsible for the communication plan and the development of the ECVET validation tool (IO3), formalization of the skills acquired in the IO1 training module. - SCAS, quality control of intellectual productions and production of a presentation / awareness video. - Fastrak: creation of a manual / user guide for the Serious Game and the training module, development of the dedicated website www.likegenderequality.org. RESULTS AND IMPACTS ACHIEVED: Intellectual productions are now available to everyone, free of charge, directly on likegenderequality.org. The training module (O1) will be integrated into a Digital Campus training program. All the tools were presented at the final symposium in Bordeaux (06.06.2018), in front of 80 people: students aiming for a digital career, digital professionals as well as local gender equality specialists. Beyond the presentation of the tools, this event was also a very interesting moment of exchange, especially with the students. Receptive and sensitive to the problematic, they noticed us several points: if they are indeed aware of the importance of respect for gender equality in the production of digital content, they nevertheless consider that the project sometimes goes too far. The idea of "un-gender all content seems extreme: for example, why a girl should not be dressed in pink, in the name of fighting gender stereotypes? LONG TERM BENEFITS: In the long term, it is especially the current students / learners who will carry the message and good practices, especially those who will follow the training module integrated into the Digital Campus curriculum. We can also count on the senior decision-makers, who will have been sensitized (video) or who will have followed the training module to speak with their collaborators and partners involved in the creation of digital content. Finally, the exposed professionals will also be relays for the project: teachers, graphic designers, developers, specialists in gender equality: notably Sophie Buffeteau of the Regional Directorate for Women's Rights and Equality (DRDFE) and Marie- Laure Hubert-Nasser, Communication Director of the City of Bordeaux and influential feminist.