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Young Glory
When it comes to gender equality, people think that men oppress women or potential of women is narrowed.
But the thing is different.
Both men and women can only get 50% of opportunities and possibilities in the nature of things, because of the stereotype
SITUATION
There is a man who can’t live by himself because of the stereotype that men should have the good job.
There is a woman who can’t be by herself
because of the stereotype that women should be ladylike.
If there is no stereotype like this, both men and women can make 100% choice not the 50% one.
For instance
Both men and women can only get 50% of opportunities and possibilities in the nature of things, because of the stereotype
↓
Let’s make movers and shakers notice of it, by making them experience the situation of 50% of choices, in places they gather.
STRATEGY
YOURS IS BEEF, YOURS IS CHICKEN.
presented by
At first class of American Airlines, we provide a special menu sheet. The menu has only two types of meals “BEEF” and “CHICKEN”. But depending on the gender, “BEEF” or “CHICKEN” is painted out, so that the guest can’t choose.
Menu for men
Menu FIRST CLASS SERVICE
Welcome aboard American Airlines
Appetizer
Cucumber Salad Warm Hawaiian Sweet Roll
Choice “BEEF” or “CHICKEN”
Special BEEF Sirloin Steak Mashed Potatoes Garlic Edamame
-or-
Special Roasted CHICKEN Cherry Tomato Sauce
Jasmine Rice
Dessert
Chocolate Pot de Creme
Menu for women
Menu FIRST CLASS SERVICE
Welcome aboard American Airlines
Appetizer
Cucumber Salad Warm Hawaiian Sweet Roll
Choice “BEEF” or “CHICKEN”
Special BEEF Fillet Steak Mashed Potatoes Garlic Edamame
-or-
Special Roasted CHICKEN Cherry Tomato Sauce
Jasmine Rice
Dessert
Chocolate Pot de Creme
The customers get surprised because of the lack of choices.
When the meal is arrived, they get surprised again and get to know why they didn’t have the choices.
After the meal, flight attendant bring a letter with a cup of coffee.
The customers get aware of the issue of gender inequality and power of stereotypes.
To customers
Today because of your gender,
you had only half choices.
This is the realization of this world.
“Men must live masculinity.”
“Women must live femininity.”
Both men and women, the possibility that they originally
have is narrowed in half because of the stereotypes of gender.
If the unequal stereotypes
disappears, both men and women will be able to choose their lives
more freely.
IT IS YOU who can change this situation.
Please excuse our impoliteness.
front
The back side of the letter is a entry form of “HeForShe”.
“HeForShe” will get a lot of new members. And they are all first class customers so they have great influence.
Let’s CHANGE the world.
If you who is traveling first class join “HeforShe” and spread your opinion,
the possibilities of both men and women will be widen
Please join our activity. We are “HeForShe”
DATE: SIGNATURE:
03/15/2017
back
On the web-site of #HeforShe, we can see growing participants in real time.
YOURS IS BEEF, YOURS IS CHICKEN.
Each time the American Airplane fly, movers and shakers notice the truth of gender equality,
and many people will notice the gender equality is the issue of both men and women.