Fairy tales learn children that men are strong heroes and women are sensitive princesses
We changed the gender roles in famous fairy tales, to show the future generations that it’s okay for men to be sensitive and for women to be strong.
🏅 Eurobest GOLD '17
CTA: "Changing gender roles for equality. Let’s teach our children that it’s okay for men to be sensitive and for women to be strong. #HeForShe".
We strategically place fairy tales with changed gender roles in educational magazines for teachers and lifestyle magazines for mothers and parents.
At the first day of the ‘HeForShe Arts Week’, we’ll make a book launch inviting influencers and press. After the launch, all the books will be available online.
All profits from the book sale go to the ‘HeForShe’ foundation.
For the audio-lovers, we’ll make an online podcast series with shorter versions of the fairy tales. A new podcast will be released every day of the ‘HeForShe Arts Week’.
On social media, we’ll make a collection of 1-minute films with influencers, mothers, and teachers reading small bits of the fairy tales out loud.