UNFPA

Case Study: UNITED NATIONS POPULATION FUND

Campaign:  Expanding Choices: Gender-Responsive Family Policies in the Western Balkans and Moldova

The campaign aimed to advance gender equality by advocating for and implementing family-friendly policies across both the private sector and national legal frameworks. These policies were designed to promote work-life balance, gender equity in the workplace, and the empowerment of women.

Iceberg Communication played a vital role in ensuring the success of this campaign, leveraging its strategic communication expertise and event management skills to raise awareness, engage stakeholders, and drive the adoption of gender-responsive family policies.

Key Objectives

  1. Raise Public Awareness: Increase understanding of gender-responsive family policies and their benefits for both employees and employers.
  2. Engage Key Stakeholders: Foster collaboration between the private sector, government officials, NGOs, and UNFPA representatives.
  3. Promote Policy Adoption: Encourage private companies to implement or enhance family-friendly policies.
  4. Highlight Personal Impact: Share stories that reflect the positive outcomes of gender-responsive policies on individuals and families.

Strategy

1. Public Awareness Campaign:

Core Messaging Development: Crafted clear and consistent messaging that aligned with UNFPA’s goals, promoting the benefits of gender-responsive policies.

Media Relations: Managed media outreach, distributed press releases, and secured widespread media coverage in Albania, Kosovo, and Moldova.

Social Media Engagement: Led digital marketing strategies, managed campaign social media accounts, and created engaging content to drive online conversations.

2. Comprehensive Communication Plan:

Developed an overarching communication strategy to align all stakeholders, including private sector leaders, policymakers, NGOs, and media.

Managed the coordination of communication activities, adhering to UNFPA’s timeline, resources, and budget.

Created content for a range of materials including brochures, newsletters, and websites to inform and educate diverse audiences.

3. Video Production:

Directed and produced nine impactful videos, each telling a personal story that demonstrated the real-life benefits of gender-responsive family policies.

Oversaw the entire video production process, including scriptwriting, filming, and editing, ensuring that each story resonated with the campaign’s core message.

4. Capacity Building:

Organized and facilitated training sessions for companies to help them implement family-friendly policies.

Developed comprehensive training materials, conducted workshops, and provided ongoing support to ensure policy adoption.

Delivered hands-on guidance to corporate participants, helping them tailor policies to their specific organizational needs.

5. Event Organization:

Planned and executed all campaign events, including high-level stakeholder meetings, press conferences, and public outreach events.

Managed logistics, vendor coordination, and branding for events across the region, ensuring smooth operations and maximum impact.

Engaged key media representatives, influencers, and corporate leaders to participate and amplify the campaign’s message.

6. Monitoring and Evaluation:

Developed an evaluation framework to measure the success of the campaign.

Collected and analyzed both quantitative and qualitative data to assess the impact on public awareness, stakeholder engagement, and policy adoption.

Produced detailed reports that provided insights into the effectiveness of the campaign and its long-term impact on gender equality in the region.

Campaign Impact

The campaign brought local companies together to address important social issues and promote respect for employment, gender, and family rights in the workplace. It encouraged discussions on implementing gender-responsive family-friendly policies across both private and public sectors. All involved actors showed a commitment to improving these policies, which benefit both businesses and employees. The initiative also strengthened partnerships between the private sector, government institutions, and international organizations, fostering collaboration for policy implementation.

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