Gender stereotypes limit opportunities, perpetuate inequality, and shape toxic behavior patterns. Breaking down these stereotypes requires new, young, and creative voices that can talk about complex issues in understandable language.
During 2024-2025, the NGO Girls and UN Women in Ukraine implemented the "Equality. Leadership. Future" initiative that engaged 156 young activists who implemented 9 powerful communications and advocacy campaigns to promote gender equality.
About the projectThe initiative brought together young leaders under the age of 35 from the public and business sectors who were ready to promote gender equality and women's empowerment to eliminate structural barriers and patriarchal norms by creating strong advocacy messages with a comprehensive package of communications materials for distribution among partners and the media.
How it workedThe training program included analyzing and combating gender stereotypes, planning advocacy campaigns, the basics of storytelling, interacting with various media formats, promotion strategies, ethical issues, and standards. The training culminated in a competition for advocacy and communications campaign projects, which received 31 applications.The competition committee selected 9 campaigns to receive funding for implementation.
Winning campaigns
“Without Fear Behind You”What is it about?Ukraine ratified the Istanbul Convention in 2022, but its provisions are still not fully implemented. The team decided to speak out about this through the stories of those who are fighting for change.What they did:three audio interviews with a human rights activist and female MPs, a text interview with representatives of the National Social Service, and an expert article on the criminalization of stalking. The materials were shared on Hromadske Radio and in partner media.
Impressive figures:569,040— total campaign reach72,706interactions with the content28,605listens of the podcasts across all platforms32,446reads of the article and the interview
The most popular format was reels. One interview video on Instagram reached 104,752 profiles, and another on Facebook reached over 86,000. The interview with MP Mariia Mezentseva-Fedorenko was read 7,312 times, which is the highest number among all publications.
Why it worked:the team chose the format of podcasts and in-depth interviews as people wanted not just loud texts, but real stories from those who change laws from within the system.
“It is important to me that every person knows that they are not alone and that their rights are not an abstraction, but a reality that must be protected every day and at all levels,” says Daria Hrosul, the author of the “Without Fear Behind You” campaign and an international lawyer.
Listen to the first episode of the podcast
“The Color of Acceptance”What is it about?Coming out is not just “coming out of the closet.” It is a complex process that affects the whole family. The team collected real-life stories of LGBTQ+ people and their loved ones to demonstrate that acceptance is possible, and this is what it looks like.What they did:exhibitions in Kyiv, Chernivtsi, and Zaporizhzhia, 20 printed zines with personal stories, a series of posts on social media, and interviews with the project participant. Each exhibition was accompanied by lectures and master classes on drag makeup.
Impressive figures:50,913— total campaign reach550+guests visited the offline exhibitions1,780reads of the interviews
In Chernivtsi, over 300 people visited the exhibition, and the most popular post on social media reached 12,200 users. Between 30 and 45 people registered for each lecture. That was a case when people were willing to come offline to hear live stories.
Why it worked:the team combined visual art with educational activities. The exhibitions became a safe space where people could not only look, but also talk, ask questions, and understand. The “living books” format, where people shared their coming-out stories, created an emotional connection with the audience.“We must strive to ensure that every coming out is accepted and safe. It is sometimes enough to simply accept what you hear without judgment, and that is already an act of support,” says Anastasiia Sypalo, the author of the “Color of Acceptance” campaign and a Regional Coordinator of the NGO “Insight.”
“(Un)feminine Profession”
What is it about?A female long-distance truck driver, a female deminer, a female firefighter. Why do we still add “female” before a profession? The team decided to find out what challenges women face in “male” professions, and not just talk about the problem, but offer solutions.What they did:a large-scale survey of 250 women (instead of the planned 50!), two press releases with the study results, seven personal stories of women from different professions — from police to long-distance truck driving — and a practical checklist for employers and educational institutions.
Impressive figures:213,876— total campaign reach250women participated in the survey, 57% of whom reported experiencing discrimination at work150companies and educational institutions received a checklist on expanding women's rights and opportunities
The publications in the national media received the most attention. TSN.ua reached 10,000 users, Novyny Donbasu reached almost 39,000, and the publication in Slobidskyi Krai, together with all platforms, reached over 70,000 readers.
Why it worked:the team did not limit themselves to talking about the problem; they studied it through surveys, illustrated it with real-life stories, and offered specific tools for change. Women's stories are not abstract statistics, but the faces of change. The checklist, sent to 50 companies and 100 educational institutions, transformed the campaign from information to practical.
“Professionalism has no gender. From our point of view, every job, every position is within the reach of both men and women. The main thing is desire,“ says Liubov Pravdina, the author of the ”(Un)feminine Profession“ campaign and the President of the NGO ”New Ukrainian Narratives."
“All About Diabetes”
What is it about?A child with Type 1 diabetes goes to school or kindergarten and faces misunderstanding, fear from teachers, and isolation from peers. Not because anyone wants to hurt them, but because they don't know how to act. A team from Kryvyi Rih decided to change this through education and dialogue in their region.What they did:8 offline and online meetings for teachers, educators, healthcare workers, and representatives of cultural and sports institutions. They held two joint meetings for parents and children with psychological support. They distributed 1,000 information brochures directly to schools and kindergartens.
Impressive figures:
215teachers, educators, medical workers, and representatives of cultural and sports institutions underwent training.27parents and children took part in support group meetings.
Within this regional campaign, offline training sessions attracted the most visitors, with 49 people attending meetings on support in the educational space and inclusive support. The online format also worked well as a lecture on a safe environment attracted 41 participants, and a lecture on support in preschool institutions attracted 32 people.
Why it worked:the team didn't just talk about diabetes; they taught specific actions. How to respond to hypoglycemia? How to support a child emotionally? How not to single them out, but also not to ignore their needs? The brochures got straight into the hands of those who work with children every day. Joint meetings with parents and children created a space where they could feel that they were not alone and that this diagnosis was not a death sentence.
“We want to convey important information in simple and understandable language that is accessible to everyone. It may help save someone’s life,” says Alla Palamarchuk, the author of the “All About Diabetes” campaign and a Co-Founder of the NGO “Zarichnyi Humanitarian Headquarters.”
“Gender in the Mryna Community"
What is it about?When a community is recovering from destruction, who decides what it will look like? The team decided that the plan for the recovery of the Mryna community should take into account the needs of everyone, including women, men, and young people. To do this, it was necessary to teach people to see gender in everyday decisions: from street lighting to the location of bus stops.What they did:they created a group of 10 youth ambassadors, held three informational meetings in lyceums, and conducted a facilitation session with deputies of the Village Council. Together, they developed recommendations for a recovery plan that takes gender-responsive approaches into account.
Impressive figures:
10youth ambassadors underwent training48students of the lyceums learned about gender equality in the community20deputies took part in the facilitation session
Why it worked:the team understood that in order to change the authorities' decisions, they needed to speak the language of power. They didn't just give lectures; they created a group of ambassadors who became the voice of change in the community. The facilitation session with deputies turned the abstract concept of “gender equality” into specific recommendations for a recovery plan. This local campaign with national potential is a model that any community in Ukraine can replicate.
Read the post about the launch of the campaign
“Together Different — Together Equal”
What is it about?Gender stereotypes are formed in adolescence, when “being like everyone else” is more important than anything else. Girls hear, “This isn't for you,” and boys hear, “Don't be a wimp.” The team decided to talk to teens aged 12-16 in their language through TikTok, workshops, and anonymous questions that are too scary to ask out loud.What they did:they launched a separate project page on Instagram, held a series of workshops in schools and lyceums in the Martynivska community (Poltava Oblast), and organized a livestream on TikTok with an anonymous question box about gender stereotypes. They involved the educational institutions in spreading the information because when a school talks about gender equality, it is no longer just “some kind of campaign.”
Impressive figures:
Teenagers from5schools and lyceums in the community took part in workshops.175viewers joined the TikTok livestream, where they discussed topics that were usually kept quiet. An anonymous question box allowed them to ask about stereotypes without fear of judgment.
Why it worked:the team understood the main thing, namely, that teenagers didn't like lectures, but were willing to discuss what concerned them if it was safe and without adult supervision. TikTok instead of Facebook, anonymous questions instead of lectures, workshops instead of lessons. Most importantly, the team did not speak “with” teenagers, but “for” teenagers, involving them in creating content."I would like my daughter to grow up free in her choices, to have the opportunity to be who she wants to be and to express herself the way she wants to. Small communities lack voices that speak of respect, acceptance, and justice,“ says Kateryna Filanets, the author of the ”Together Different — Together Equal" campaign, a teacher, and the Head of the Youth Council.
“No Stereotypes, No Violence”What is it about?A woman comes to the police or social services after being beaten. The first thing she hears is, “Why did you provoke him?” or “Go home and sort it out.” The problem is not only in the laws, but also in the minds of those who are supposed to help. A team from Kremenchuk decided to change the internal culture of specialists working with survivors of domestic violence in their community.What they did:training for specialists working with survivors, a series of informative posts on Facebook, a creative initiative to attract a wider audience, and a video report on local television. They involved the Poltava Regional State Administration and the Department of Information Activities in disseminating information because when the authorities talk about a problem, it legitimizes the issue.
Impressive figures:
22specialists underwent training14teenagers were involved in the creative initiative “Break Stereotypes,” which aimed to break down gender stereotypes and foster a culture of equality and mutual respect
Why it worked:the team worked on prejudices through case studies, role plays, and discussions of real-life situations. Professionalism begins with overcoming one's own stereotypes, and the training provided the tools to do that. Publicity through the Regional Administration and television has led to accountability. Now, the entire community knows that specialists have been trained and has the right to expect change.
“Even the best support programs do not work to their full potential if specialists unconsciously follow stereotypes or do not have gender-sensitive approaches. We strive to foster a culture of equality, respect, and intolerance towards violence,” says Mariia Tymoshenko, one of the authors of the “No Stereotypes, No Violence” campaign and the Head of the Day Center for Social and Psychological Assistance to Survivors of Domestic Violence and/or Gender-Based Violence at the Charity Fund “TURBOTA.”Read the post about the launch of the campaign
“Empowering Women and Mothers in Employment in Khmelnytskyi Oblast: Overcoming Barriers”What is it about?A woman on maternity leave is not “staying at home” but “out of the labor market.” Three years without a resume, without experience, without confidence. And then they hear, “Sorry, we are looking for someone younger/without children/with relevant experience.” The team from Khmelnytskyi decided to change this through specific action, namely, a job fair specifically for women.What they did:a presentation of the project at the Khmelnytskyi Regional Employment Center, a psychological relief event for 25+ women (IDPs and local residents), and a job fair for 50+ women. Two video reports on local TV channels, a live broadcast on TV7+, and seven publications in local media. Four children's corners were opened. And most importantly, a partnership with the Employment Center was established, which meant systematic support rather than a one-time event.
Impressive figures:
116,633— total campaign reach7,966interactions with the content4,000information materials (4 types of flyers, 1,000 copies each) distributed in 22 branches of the Khmelnytsky Regional Employment Center104women were employed312participants attended events held as part of the campaign
The media provided the widest reach. The news website Misto — 12,900 views, video report by TRK Misto — 4,900. These are not just numbers — these are real women who saw an opportunity.
Why it worked:the team understood that women needed not only information about their rights, but also specific job vacancies and self-confidence. A psychological event held before the fair helped overcome fears, and the partnership with the Employment Center meant official state support. Massive media coverage created a scale effect. If it's on TV, it must be important and legitimate.
“I have experienced how difficult it is for a woman to combine motherhood with providing for her family financially. I want to support women on the path I have taken myself, because I know how difficult it is,” says Krystyna Kolotylo, a campaign coordinator and a lawyer.Read the post about the launch of the initiative
“Equality in Action: Youth Voices in Decision-Making”What is it about?Youth councils are platforms where young people influence government decisions. But what if these councils themselves reproduce gender stereotypes? When working groups consist only of boys, and girls are asked to “make it look pretty.” A team from Zhytomyr Oblast decided to integrate a gender component into the activities of five youth councils by changing their strategies and work plans.What they did:a series of training sessions and meetings with five youth councils in Zhytomyr Oblast, 4 event announcements, 6 posts about the meetings, 3 videos from the training sessions, and seven publications on the pages of partners, namely, city councils and youth affairs departments. This is not about “conducting training and leaving,” but about systematic work to change the internal documents of youth councils.
Impressive figures:Over100representatives of youth councils took part in the campaign eventsPublications on the pages of city councils and youth affairs departments created a sense of an official issue. This is not just a public initiative, but part of the work of local government bodies.
Why it worked:the team worked not with abstract youth, but with specific advisory and consultative bodies that make decisions. They did not just teach, but helped to integrate the gender component into existing development strategies and work plans. This means that gender equality will become part of the daily work of youth councils in every project, every initiative, and every decision. And partnerships with city councils and administrations ensure sustainability, i.e., even when the members of youth councils change, the gender component will remain in the documents.
“For us, working with young people is an opportunity to create sustainable change in communities and shape a new generation of active citizens. Youth councils are a powerful driver of change in youth policy,“ says Vladyslav Baranovskyi, the author of the campaign ”Equality in Action: Youth Voice in Decision-Making" and the Deputy Chair of the Youth Council at the Zhytomyr Regional State Administration.
Watch the video from the campaign event
Overall results
What's next?
9 campaigns, 156 participants, and hundreds of thousands of people reached are impressive figures. But the real result is not in the statistics. It is in the fact that 242 teachers know how to support a child with diabetes now. 250 women in “male” professions felt that they were not alone. Five youth councils in Zhytomyr Oblast have a gender component in their strategies now. Fifty women in Khmelnytskyi received not only information about job vacancies, but also self-confidence.
The “Equality. Leadership. Future” initiative has proven that change is possible when there are tools, support, and people who are ready to take action. 156 young leaders gained practical experience in creating campaigns from idea to implementation, working with government agencies and media, and developing advocacy skills. Many of them are continuing this work independently, creating new projects in their communities. “Equality. Leadership. Future” is not a finished project. These are 156 voices that will not be silenced. These are 9 models that can be replicated by other teams and even entire communities. It is proof that the future we dream of can be built right now.
The material is prepared within the "Equality. Leadership. Future" initiative implemented by the NGO Girls within the framework of theUN Women’sproject "Strengthening Women's Leadership for Resilient and Peaceful Communities" funded by Denmark, and "Transformative Approaches to Achieving Gender Equality in Ukraine" project funded by Sweden and implemented in collaboration with the Office of the Deputy Prime Minister for European and Euro-Atlantic Integration of Ukraine, and in partnership with the Ministry of Social Policy of Ukraine. The "Equality. Leadership. Future" initiative is also financially supported by theWomen's Peace & Humanitarian Fund (WPHF).
