The new Equal Play campaign aims to support parents, care givers and ‘influential’ adults to challenge gender stereotypes in their interactions with their children.
Behind the campaign is the Fawcett Society – a charity campaigning for gender equality – and Wates Group, a building and property services company that promotes equal opportunities in the workplace and is hoping to boost the number of women working in STEM and construction.
It is in response to the charity’s research that found gender expectations ‘significantly limit’ children, which is contributing to the gender pay gap and ‘mental health crisis’ among children and young people.
As part of the campaign, parents and caregivers will be able to access practical tips and resources about how to interact with children. This includes practical ways to promote equal play by avoiding unnecessary segregation, demonstrating that play activities are inclusive for all, and providing examples of people doing activities or jobs which are the reverse of the gender stereotypes.
There will also be a number of events taking place with expert speakers and where parents will be given the opportunity to share their own experiences.
'We know that gender preconceptions can be hard to shift'
Jemima Olchawski, chief executive of the Fawcett Society, said, ‘We know that gender norms and stereotypes imposed on girls in early childhood can affect their outcomes, with a lower take-up of STEM subjects later in life. It’s on all of us to ensure girls’ potential is not limited by gendered assumptions, and it’s fantastic to see a company like Wates taking this step with us.’
Chief executive of Wates, Eoghan O'Lionaird, added, ‘We know that gender preconceptions can be hard to shift, and it’s essential that we do what we can to open young people’s minds to what they could be doing with their lives and their future, without undue or negative influence related to gender prejudices.'
This is the second time both organisations have worked together, following the publication last year of the largest-ever survey of menopausal women in the workplace.