The global campaign for International Women’s Day campaign for Parquesur, Splau, Glòries, Bonaire and La Maquinista, five of the Spanish shopping centers of the Unibail-Rodamco-Westfield group, was aimed at demonstrating support for real equality.five of the Spanish shopping centers of the Unibail-Rodamco-Westfield group, aimed to show support for real equality, following the commitment made in 2019 by joining the Diversity Charter, a project promoted by the European Commission (EC) and the Ministry of Equality, and promoted in Spain by the Diversity Foundation.
https://www.youtube.com/watch?v=ObNLBOKtkcA
According to data from the United Nations, currently, 2.7 billion women around the world cannot access the same job options as men, less than 25% of parliamentarians were women in 2019 and one in three women continue to suffer gender-based violence. According to the latest Women’s Wellbeing Report, a study conducted by Kantar Millward Brown with the sponsorship of pharmaceutical company Gedeon Richter, in Spain, 30% of women put aside their own health to worry about their family, and a significant percentage say that their time is taken up with their family. and a significant percentage say that their time is taken up by work and home care. Being a woman means that, on average, 16% less than a man in the same job.
as reflected in Eurostat’s ‘The Lives of Women and Men in Europe’ report. And that 70% of unpaid care work falls on you, as analyzed by Oxfam Intermón in its Annual Inequality Report.
The Report Gender equality in SRUK/CERU scientific research shows that women with a university education earn only 80% of what men with the same education earn. In addition, women are 30% less likely to have access to an interview in the labor market, while men are 30% less likely to have access to an interview in the labor market, while women are 30% less likely to have access to an interview in the labor market. only one in five university professorships is held by a woman..
However, there is a generation that is about to change everything. Young women between the ages of 16 and 20 feel recognized, successful and independent. They prioritize their careers as their main avenue for development and were the protagonists of last year’s annual UN campaign.
“I am from the Equality Generation.: For Women’s Rights” was the slogan for the March 8, 2019 campaign, following in the footsteps of the UN Women campaign of the same name and commemorating the 25th anniversary of the Beijing Declaration and Platform for Action (1995), the most progressive roadmap for the empowerment of women and girls worldwide. To develop the special International Women’s Day campaign for the Unibail-Rodamco-Westfield group, we are committed to the voice of young women to spread throughout the group, with one goal in mind: to choose us. with a single objective: to choose us.
CHOOSE YOURSELF, EQUALITY IS YOU
On such an important day as March 8th, we reinforce women’s choice to herself. To choose herself and say what she needs and how she needs it. Putting aside the background to take a step forward, empowering herself and being able to express her desires, hopes and even fears, without having to fear a setback in her rights. In addition, with ‘Elígete’ any identity can be reflected. It is a direct verb that appeals to the receiver to let him know that he is the one who must continue to fight for equality.
We rely on the choices we make on a daily basis, and on the absence in some of the autonomy. We choose how we dress, how we speak, where we live and with whom we relate, what causes to support and what to fight for. In this case, we wanted to highlight the value of fighting for what we believe in: choosing to be visible and equal, and expressing it now, which is our moment.
So the graphic descent had as its protagonist a woman whose eyes, the most powerful part of it, were replaced by the claim. So that her gaze was that of voluntary choice, of looking at herself. We reinforced the concept by making use of the messages analyzed during the strategy for the Unibail-Rodamco-Westfield group: objective data and their source, to putting choice before moments in which women take a back seat.
During the week of March 2-8, Instagram Stories became a review of the imposed choices and the real choice, where we encouraged interaction from users to share their wishes. We increased the visibility of the initiative and engaged the community.
OUR MANIFESTO
We verbalized #ChooseYourself through a rational that became the presentation piece of the campaign for URW’s International Women’s Day campaign.
“We have been making choices all our lives. We choose how we dress, how we talk, where we live and who we associate with. We choose what we like and what we don’t like. We choose to talk about ourselves or to talk about others. We choose our causes or theirs. We choose to choose our own path. Therefore, we choose to fight for what we believe in, because since the beginning of time we choose to be visible and equal. We choose to speak as equals. We choose to have the same rights, for them and for them. We choose to choose ourselves to change our present and improve our future. It is our moment, your moment. Choose you.
This is your moment.
