In addition to #ShesGotThis, we run a non-profit member-based association who is behind our Campaigns, both in Norway and globally. The association was founded in 2015, with the aim of addressing gender stereotypes and unconscious discrimination in society - the discrimination that is more institutionalized, that accumulated is significant for both the individual and society. The individual episodes are considered harmless, but accumulated over time they have an impact on society.
Through the association, we launched our first campaign during the autumn of 2015. The campaign was a major success, and reached more than a million people on social media, resulting in thousands of shared photos, massive press coverage and support by over 15 well-known Norwegian profiles. The second campaign was launched in 2017, this time targeting the business community. During the campaign, we experienced a societal shift- this time companies showed great interest concerning the issue. However, the comprehension and competence to reach gender equality in the workplace is highly fluctuating, and the processes initiated to improve equality often lack structure and holistic planning. This insight is what later inspired us to start #Shesgotthis, a company with a research-based and systematic approach to the problem, where collaboration partners will report a number of indicators on gender balance in the company through BalanceTool.it, and cooperate with us to find evidence-based solutions.
Through the association, we continues to run campaigns, with the latest addition of the 2018 campaign.
Cultural norms and rules prevent true equality, even though we have achieved formal gender equality in Norway.
Unwritten rules and norms prevent true equality today, and must continuously be countered. Every individual is different, and has different characteristics - which is a great thing. We should not be alike, nor should we place people in boxes based on stereotypes. 50 years ago, people drew a distinction based on race, and significant research was conducted in order to identify the racial differences as "biological" and "genetic" - research which today is considered to be a disgrace. We must realize that society's preconceived notions on the basis of gender are no better.
Women's rights are human rights - both men and women must have the right to make their choices freely, regardless of gender stereotypes.
Women are the largest group of people who have been discriminated for the longest time - therefore, it is time for this to be recognized as a human rights issue and not a women's issue. It is a human right to develop interests freely, regardless of gender stereotypes in society.
Create awareness about the fact that it is not only men who contribute to maintaining gender stereotypes, and that it is not only women who suffer from them.
Full equality will benefit society both financially and socially.
Create real equality.
Create an understanding that preconceived attitudes leads to women still having to face social and cultural discrimination in Norway, despite legal equality.
There are many unconscious gender-based expectations in society that restrict women, and to some extent men. To create awareness about this, we invite everyone to constructive conversation, instead of shaming or pointing fingers.
#HunSpanderer - women pick up the check, and men engage in conversation.
The restaurant is an arena where men often are expected to pick up the check. As a first step towards a more equal society, we create a day where women can offset this expectation, and treat men. We open up for a dinner conversation concerning other areas in society where women often “pick up the check” and discuss why and what we can do about it. For example, women work more part-time, hold the majority of house and childcare responsibilities and are still paid less than men for equal work.
The purpose of this campaign is to shine light on the fact that there are many gender-based attitudes in society. A dinner or a drink are nice social settings that can stimulate a healthy conversation as to what we can do about it.
take the implicit bias test
A central part of the campaign is the Implicit Association Test (IAT). An IAT test reveals subconscious attitudes and beliefs that people either do not want or can admit to having. The test was originally developed by Harvard as a tool to uncover unconscious attitudes. #ShesGotThis has translated the test into Norwegian, and you can test your prejudices here.