Thought-provoking new resources generate debate regarding gender equality

MindLab developed new debate-stimulating resources when the Ministry of Employment wanted to bring the issue of gender equality in the Danish labour market into focus.

”In the old days the men wore blue clothing and the women wore white. What they wore signalled both their gender and their workplace location. Now we have turned things around so that everyone can wear either blue or white clothes and work anywhere in the enterprise’s premises. It has been tricky, but it has also been necessary. “

Laundry Manager, Midtvask

There is a big gap between the earnings of men and women in Denmark. New statistics show that on average, men earn between 17 and 21 per cent more than women. And the gap has scarcely altered during the past decade. The Ministry of Employment therefore wanted to place the issue of gender division on the agenda, and among other things it wished to update its information resources regarding gender equality in the labour market. Through collaboration with MindLab a number of companies were recruited, and it turned out that the existing information resources were scarcely being used. MindLab therefore developed a new concept for disseminating information about gender equality in the workplace and encouraging debate on the subject. All of the new communication materials take an approach to the issue that is designed to stimulate debate. Obvious themes that are communicated visually on posters and in a manner that is intended to spark debate are the starting point for the new material, which for instance appears under the headings “Of course men don’t need maternity leave!” and “What sex is a carpenter and a secretary?”

“Women are better able to visualize how future designs can match customer needs. Men design solely for men to a much higher extent; in other words, mixed design groups create better products.“

Design Manager, B&O

MindLab involved:

• 12 companies that have been actively working on gender equality.
• Experts and practitioners in the area of gender equality.

Principal results

• Recommendations for alternative methods of disseminating messages, with an emphasis on visual communication.
• An emphasis on new, clearer language in the material being disseminated.
• Assistance in ensuring that the material actually makes it into the workplace.

What MindLab did

The project was characterized by a participative approach from start to finish, with both managers and employees from 12 different companies being involved for the duration of the project. Specifically, observations and interviews were conducted with 12 companies that are actively working on gender equality. The starting point was the material already produced by the Ministry of Employment that had been designed to inform people about gender equality in the labour market.