The project aimed to promote the integration process outlined in Article 79, paragraph 4 of the TFEU, grounded in the principle of non-discrimination and aligned with the European Commission’s 2016 Action Plan (revised in 2020 -> 2021-2027 action plan) on integration and inclusion. It sought to foster education and social inclusion by equipping key target groups—particularly professionals in the communication sector—with both theoretical and practical competencies in gender-sensitive approaches. The goal was to strengthen their capacity to identify, address, and counteract gender stereotypes through impactful, replicable educational tools. By enhancing participants' understanding of gender dynamics and the influence of language and media in shaping perceptions, the project aimed to support the creation of a new narrative on gender equality, one balanced and inclusive, in order to promote women's full enjoyment of rights, empower them in public and private spheres, and break down the persistent stereotypes that hinder gender justice across European societies.
Gender inequalities are deeply rooted in our society and affect different social groups in diverse ways. This project emerged from the need to tackle gender discrimination through an intersectional approach, acknowledging that women’s underrepresentation often results from the overlap of gender with other marginalizing factors such as ethnicity, religion or migrant background. For this reason, the project considered critical to re-imagine gender roles by placing HR, especially women’s, at the centre of a decolonial perspective. Recognizing the media as a strong mechanism for the reproduction of gender discrimination and stereotypes, the partnership identified the urgent need to adopt alternative, long-term strategies to deconstruct the discriminatory narratives that marginalize women. The project was thus grounded in the necessity of challenging the gender bias embedded in media communication, emphasizing the power of communication itself—particularly the use of language—as a fundamental tool in overcoming these challenges.