Rationale for a call to action on International Women's Day 2018
RATIONALE FROM WFTO GLOBAL CAMPAIGN
“Gender Equality Now, Press for Progress” is clear and active call to action (CTA). It is a simple message, yet powerful. “Gender Equality Now” sums up WFTO and UN SDG’s agenda and supports the IWD international movement’s #PressForProgress.
“Gender Equality Now!” is an overarching CTA. It demands the realization of two important points mentioned under Sustainable Development Goal 5:
- ...realising women’s rights through legal and legislative changes;
- ...empowerment of women in social (including family), economic and political spheres to ensure balance of power in decision making and leadership.
‘The WFTO Fair Trade Principle 6 obligates organisations in the Fair Trade supply chain to comply with the gender equality criteria. Their compliance is verified and monitored by WFTO to ensure Gender Equality is respected and uphold. Principle 6 complements with the aspiration of Sustainable Development Goal 5 ‘Gender Equality.” On the occasion of the International Women’s Day, WFTO and its members will showcase Fair Trade as an enabling environment for women to realise their full potentials, and join the world in calling for Gender Equality and Progress for
CALL TO ACTION
Gender Equality Now! – social media actions
WFTO will run social media actions in observance to the International Women’s Day from 1 March to 8 March 2018. Using social media platforms we are joining the online community in demanding ‘Gender Equality Now!’ to press for more progress for women’s rights and empowerment.
Two ways you can join the online actions:
1. Submit photo contributions in demanding ‘Gender Equality Now! Press for Progress!”. Download visual templates here for social media, web and digital materials.
2. Run your own social media actions – using your own social media accounts, you can run activities engaging your own followers. You may use the IWD visual templates to brand your online activities.
Recommended online actions for IWD
a. Raise awareness through selfie with visual templates. This is not new but effective way of getting your message out.
b. Raise awareness by telling your stories on the topic ‘Gender equality in Fair Trade.” For example, you may profile empowered women producers. This is the best living testimony that Fair Trade actually works!
c. Online Sales Promotions: if you own an online shop, you may offer Sales/Discounts and Free Shipping on selected products for women, or organize a competition and giving away your products as prizes, and many more.
d. If you have great IWD ideas, let us know on firstname.lastname@example.org and email@example.com.
Tips: social media actions
1. Notes on storytelling using the ‘devil and angel strategy’:
Exposing the ‘devil’ messaging – use stories exposing violations and discriminations endured by women in their economic
activities. Using desktop research, use data and information to expose inequalities against women.
Praising the ‘angel’ messaging – use powerful stories of empowered women who dared/stood up for their rights. We have many cases in the Fair Trade community. Use these stories to raise awareness on Gender Equality.
2. Pressure - followers’ participation strategy:
Generate online pressure. Flood social media with #GenderEqualityNow and #PressForProgress images. Ask your social media followers to join the campaign through sharing visual images of them holding the iconic hashtags/keywords: “Gender equality now, press for progress!”