Gender Equality Research – Understanding The Problem 2019

While the world has achieved progress towards gender equality and women’s empowerment under the Millennium Development Goals (including equal access to primary education between girls and boys), women and girls continue to suffer discrimination and violence in every part of the world.

Gender equality is not only a fundamental human right, but a necessary foundation for a peaceful, prosperous and sustainable world. Unfortunately, at the current time, 1 in 5 women and girls between the ages of 15-49 have reported experiencing physical or sexual violence by an intimate partner within a 12-month period and 49 countries currently have no laws protecting women from domestic violence. Progress is occurring regarding harmful practices such as child marriage and FGM (Female Genital Mutilation), which has declined by 30% in the past decade, but there is still much work to be done to complete eliminate such practices.

 

 Providing women and girls with equal access to education, health care, decent work, and representation in political and economic decision-making processes will fuel sustainable economies and benefit societies and humanity at large. Implementing new legal frameworks regarding female equality in the workplace and the eradication of harmful practices targeted at women is crucial to ending the gender-based discrimination prevalent in many countries around the world.

 Our community is all women, your Mother, your Grandmother, sister. We will be working with East Rand Mall to host a Women’s Week.

HOW WE HELPED

QUESTIONS

  • What is the goal of this project?
  • Who is the targeted audience?
  • How can we take action?
  • How can we take the campaign forward?
  • What will attract the audience?
  • How can solve this problem in an innovative way?
  • How do we celebrate women on woman’s day that hasn’t been overdone?
  • How do we make the stand unique?
  • How do we relate the stand to gender equality?
  • How will we set up the stand in a more welcoming and interactive way?
  • How do we make the design solution sustainable?

 

ASSUMPTIONS

  • The stand has to be informative to attract people
  • If the stand has interactive “games” it will attract people
  • If people interact with the stand it will most likely leave a more lasting impression on them
  • Creating a competition will attract even more people
  • If recycled material is used, the end result will be much more sustainable
  • Encouraging and empowering women through different methods will create a positive interaction and result
  • When people see something they can relate to they will be more tempted to approach the stand

WHAT WE DID

IDENTIFIED SITE:

  • The East Rand Mall
  • The center of the food court
  • Vacant spaces throughout the mall i.e., windows and doors

 

Sub Site 1

  • The space is central to all the surrounding restaurants
  • The stand is limited to a height of 1.5m as it is not allowed to obscure the view of any surrounding restaurants
  • The stand has to leave a space of 3m between itself and the surrounding spaces

 

Sub Site 2

  • The mall has blank spaces on several store fronts
  • These vacant spaces are great opportunities for advertising the stand and campaign
  • The placement of these blank spaces can serve as a path for people to follow to the actual stand

 

Sub Site 3

  • The exhibition area has a big screen available for different forms of advertising.
  • The screen is visible to most areas in the food court
  • The mall has display kiosks that can be used as digital forms of advertising

 

TECHNOLOGY:

  • Research was conducted via online sources
  • The research consisted out of finding powerful South African women that would be able to inspire, encourage and empower the women that visit East Rand Mall
  • The research had to be narrowed down to only a few women
  • The women that were chosen had to have a short description of their achievements in their life

 

CHALLENGES:

  • The challenge for the group was to find influential women that the women visiting the mall could relate to
  • Another challenge was finding women that are not severely controversial
  • Finding women of different age groups was another challenge, as the stand had to attract women from all generations
  • The process of choosing what information should be added to each women’s description posed another challenge, as the word count was limited

 

OPPORTUNITIES:

  • As a group consisting out of 8 members, it was possible to concentrate on finding 2-4 women per member, ensuring that the women chosen would be a diverse choice of women
  • We were able to showcase inspirational women that will leave a positive impact on the women in the mall

 

INSIGHT:

  • The use of an interactive space attracts more people to the stand
  • Once someone sees something familiar or relatable they are more likely to approach the stand as well as remember the experience
  • Showcasing a diversity group of powerful women ensures that different variations of women will find them relatable and will want to interact with the stand