The campaign “Equal Paths, Common Goal” was created with the aim of bringing the topic of gender equality closer to the broader public and opening space for information, dialogue, and recognition of the different forms of inequality that women face in everyday life. Through a clear and recognizable visual identity, as well as diverse and dynamic content, the campaign offered multiple entry points for understanding this complex issue.
Through the slogan “Equal Paths, Common Goal,” the campaign conveyed a clear message: all people should have equal opportunities to move through life with the same support, rights, and chances. Our common goal is a society that is more equal, more just, and more inclusive for everyone.
Through different formats and communication channels, the campaign addressed important issues related to violence against women, women’s participation in politics, the position of rural women, women’s and menstrual poverty, women’s labour rights, the gender pay gap, as well as the impact of domestic violence on children and family relationships. In doing so, the campaign not only informed, but also encouraged a broader understanding that gender equality is not an isolated issue, but one that affects all spheres of society.
A particularly significant part of the campaign were the video materials and social media posts, through which the messages reached a large number of citizens. On Instagram, the content achieved 1,323,492 views and 291,651 interactions, while on Facebook 1,746,328 views and 13,560 interactions were recorded. The campaign also contributed to broadening the audience, with a 15% increase in male audience participation, indicating that the topic of gender equality reached a wider and more diverse public.
Podcast Series: Conversations That Open Important Questions
As part of the campaign, four podcast episodes were prepared and published on YouTube, offering more in-depth discussions on key aspects of gender equality. The podcasts created space for expert reflections, personal insights, and public debate on issues that directly affect women’s lives.
Episode 1: “Violence Against Women”
The first episode was dedicated to violence against women and the consequences it leaves on survivors. The speakers included Elena Dimushevska, Executive Director of the National Network to End Violence Against Women and Domestic Violence, who spoke about experiences from working with survivors and the support provided by the network. The episode also featured Dr. Zlate Mehmedović, Director of the Clinic for Physical Medicine and Rehabilitation, who spoke about the psychological and physical consequences of violence and also offered a male perspective on the topic.
Episode 2: “Women in Politics”
The second episode opened the discussion on the place of women in politics, gender quotas, unequal treatment, and the stereotypes that still shape political and social reality. The speakers were Sanela Shkrijelj, former Member of Parliament and Deputy Minister of Labour and Social Policy, now an activist and gender equality expert, and Gordan Georgiev, political analyst. The conversation addressed women’s political (under)representation and the resistance to greater participation of women in public and political life.
Episode 3: “Rural Women, Women’s and Menstrual Poverty”
The third episode focused on the position of rural women and the issue of women’s and menstrual poverty. Neda Chalovska Dimovska, a national expert on gender equality and gender-based violence, spoke about the challenges rural women face, especially regarding the right to maternity leave and the need for systemic change. Andrea Ugrinovska from the organization Tiiiit! Inc. opened the discussion on menstrual poverty, the taboos that still surround this issue, and the consequences they have for girls and women.
Episode 4: “Shared Parenthood”
The fourth episode was dedicated to the concept of shared parenthood, especially in the context of families affected by domestic violence. Elena Dimushevska spoke about the consequences this concept can have on children in families affected by violence, while Janaki Mitrovski, lawyer, shared experiences from his legal practice in divorce cases involving domestic violence and spoke about the harm suffered by women and children.
With its recognizability, variety of formats, and strong reach, the campaign “Equal Paths, Common Goal” succeeded in opening important conversations and contributing to greater visibility and understanding of gender equality as a social issue that requires shared responsibility and collective action. In addition, some of the materials created will continue to be published in the coming period, allowing the campaign’s messages to keep reaching new audiences.
This activity is part of the proejct “Defending the right to be myself” supported by the French Ministry for for foreign affairs and Europe.
