With the #nonèdamaschio campaign we’re breaking down the stereotypes
Valore D’s #nonèdamaschio project: what is it and how does it work?
The #nonèdamaschio (“That’s not a man’s job”) campaign from Inspiring Girls – a social innovation project brought to Italy by Valore D, in partnership with Eni, Intesa Sanpaolo and Snam – aims to dismantle, through the stories of five role models, the stereotype according to which certain jobs are more suited to a specific gender: so-called “male jobs” and “female jobs”.
The objective of the #nonèdamaschio campaign is to feed the dreams of the up-and-coming generations, letting them know very clearly that they can become whatever they want to be, without having to limit themselves to align with pre-set gender models. Infusing people from an early age with the conviction that every individual can create their own future without predefined models is the first step in an increasingly necessary cultural and social shift, that is destroying the foundations underpinning the gender gap.
The campaign benefits from contributions from five role models who inform young men and women how it is possible for them to tear down stereotypes at school and in the world of work, believing in their passions and following their own inclinations, to tap their potential in fields that are all too often, to this day, considered the prerogative of the other gender.
In the five video featured in the #nonèdamaschio campaign, the endorsers describe how, despite an array of prejudices, they succeeded in following their own inclinations, believing in themselves and realizing their dreams to the greatest possible extent.
The professionals appearing as role models for the #nonèdamaschio campaign have often had to go off the beaten track, finding the courage to pursue their objective. This was very much the case of Chiara Montanari, an engineer and the first Italian woman to lead an international expedition to the Antarctic; Rachele Somaschini, a racing driver who is now a fixture on the Italian and European rally car circuits; Cynthia Graci, the first firewoman ever at the Sesto San Giovanni station and in the Catania provincial command; Riccardo Federle, a male midwife; Giorgio Minisini, , who has won European and World championships multiple times in the synchronized swimming field.
With the “Non è da maschio” campaign, this year, for the first time, Inspiring Girls is addressing not only young women but also the many young men who fall foul of prejudices, and who all too often hear the phrase “But that’s not a man’s job!”.
Changing the narrative and fostering alternative models is crucial for combating the gender prejudices and stereotypes that influence us from our earliest days.
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