Labyrinth - gender equality in education

Awareness campaign around gender equality in education.

 

About

The European Parliament asked Ogilvy Brussels to create an interactive outdoor activity on the subject of gender equality in education in the context of their Open Doors Day in Brussels in May 2015.

Date

09/05/2015

Client

European Parliament

CHALLENGE

The European Parliament asked Ogilvy Brussels to create an interactive outdoor activity on the subject of gender equality in education in the context of their Open Doors Day in Brussels in May 2015.

The aim was to attract Open Doors Day visitors to this activity in order to raise awareness for the importance of equal treatment of boys and girls in education and for the European Parliament’s work towards gender equality.

Labyrinth EP

STRATEGY AND SOLUTION

In close cooperation with UNICEF and the European Parliament, we created an outdoor labyrinth in order to illustrate to visitors the vicious circle of girls’ low education and women’s illiteracy.

Through compelling storytelling and real-life photos, the labyrinth tells the stories of four girls, once with and once without education. Each of the stories was written in one of the four official EU working languages (DE, NL, FR and EN)

When entering, the first part of the labyrinth, or ‘the way in’, invited the visitor to follow the stories of the four girls without education.
In the centre an informative column explained in four languages what the European Parliament has done so far and what it has planned for the future to support gender equality in education. The second part of the labyrinth, or the ‘way out’, told the visitor the same girls’ stories but this time with education. Meaning that one version of the story, with or without education, was fictitious in each case.

 

OUTCOME

The outdoor labyrinth proved very successful, drawing about 800 visitors to the activity during the Open Doors Day.

Sakharov Prize for Freedom of Thought Laureates Dr. Denis Mukwege and Dr. Hauwa Ibrahim visited the labyrinth accompanied by the EP’s Vice-President Ulrike Lunacek. Dr. Hauwa sums up their positive reaction upon experiencing the installation:

Without a doubt one of the highlights of the day was the labyrinth on girls’ education. Three things that stroke me were: the story of each of the girl ‘making a path in the desert herself’ with pictures and yet succinctly told; the diversity of each experience and geographic location; and what a theme: “EDUCATION as a way OUT of Poverty, Powerlessness, Voicelessness, Insecurity…

Dr. Hauwa Ibrahim

Sakharov Prize for Freedom of Thought Laureate

The labyrinth’s storytelling and concept have proven to work so successfully, that Ogilvy Brussels is currently developing a labyrinth-inspired brochure for the European Parliament. The brochure will be translated in four languages and be made available at the European Parliament and its local Information Centres, at UNICEF as well as at relevant events to further raise awareness for gender equality in education.