SOCIALLY CORRECT 2016

The "Paolo Ettorre - Socially Correct" Association was established to commemorate the figure of Paolo Ettorre, who, during a 30-year career in the Saatchi & Saatchi advertising agency, always stood out for his sensitivity and commitment to social issues, championing numerous campaigns on issues of relevance to society.

With the intention of continuing this commitment, each year the Association announces a contest, aimed at to students taking courses in the field of communication, with the goal of developing a campaign on a social issue. The winning campaign will give the creative couple the opportunity to intern in the creative department of Saatchi & Saatchi agency.

The theme chosen for the 9th edition of the competition is of great importance: the elimination of stereotypes and gender differences.

The stereotypical view into "male and female" roles often limits a real path to equality and precludes women's opportunities for employment and social/cultural advancement. In addition to to limiting men's real "integration" and participation in family life, the persistence of prejudices and stereotypes, on which the sexist view of women is based, is at the root of the phenomenon of violence against women.

The internalization of gender stereotypes occurs in the very early stages of life, in the family la where fathers and mothers defer to offspring the male or female image that will constitute the individual's basic personality. Later to school, cultural obstacles dictated from stereotypes, can also influence educational choices.

The elimination of gender stereotypes is essential to combat all forms of violence based on socio-cultural patterns of women and men, to eradicate prejudices, customs, traditions and other practices based on the idea of women's inferiority or stereotypical roles for women and men.

The patronage and support that the Presidency of the Council of Ministers-Department for Equal Opportunities-has provided to the campaign through the dissemination of the same as part of its institutional communication activities, aim to enact a cultural change in civil society on the issue of "gender differences" with a strong message: valuing equality in order to achieve acceptance of difference. Men and women are different, but they are equal in roles, desires, and opportunities. The only goal is the growth of the person.

www.pariopportunita.gov.it

www.sociallycorrect.it