At the International Festival of creativity Ad Black Sea, the campaign supported by "Toyota Center Tegeta" won 2 Gold, 1 silver and 1 Bronze awards. The project "women who do not exist" was initiated by UN Women and its goal is to raise awareness about gender stereotypes that women in Georgia face when choosing a profession.
The author of the idea and execution of the campaign is the creative agency Watergunz.
The International Festival of creativity Ad Black Sea is held annually. This year the winners were revealed in 13 categories. The works were evaluated by four teams of international jury.
4 award — winning campaign - "women who don't exist" is dedicated to women who have given up on their professional dream. The campaign aims to support young people who are now choosing a profession and prevent gender stereotypes in the process.
Tea manjavidze, marketing manager of Toyota Center Tegeta: "women's empowerment and gender equality are one of the priorities for Toyota Center Tegeta. That is why it was very important for us to support this campaign. Women's professional choice in Georgia is often restricted by gender stereotypes, and society still divides professions into men's and women's Affairs. Based on these stereotypes, many women did not manage to realize themselves in the profession in which they wanted. With the support of the campaign, we wanted to say that the profession does not have gender and women should unconditionally have unlimited opportunities for professional choice — be it mechanics or flying.“
"Toyota Center Tegeta" is actively involved in various women's empowerment projects. In 2022, the company became a signatory of the "UN principles of women's empowerment", thus confirming its readiness to contribute to the process of social reintegration of women victims of violence, to support women and equal protection of women's and men's rights in the workplace.
Tea manjavidze, marketing manager of Toyota Center Tegeta: ""women who do not exist" is obviously not the first campaign held with the support of Toyota Center Tegeta. We are very actively involved in projects aimed at strengthening the role of women and we have carried out a number of activities on this topic, including the campaign "woman behind the wheel". Here I would like to mention that we supported a female offrowder who, at the age of 40, learned to drive a car and achieved great success in this field. Last month we met with young girls in Chiatura region, whom we talked about stereotypes and once again explained that gender does not matter when choosing a profession and they have to move firmly towards their goals. This is a small list of activities that we carried out in terms of women's empowerment and, obviously, we will continue to work in this direction in the future“.
The "women who don't exist" campaign included several parts. Information boards placed on the streets of Tbilisi symbolically reminded the public about non-existent women, whose professional dreams, due to widespread stereotypes, could not be fulfilled.
The author of the idea and execution of the campaign is the creative agency Watergunz.
The International Festival of creativity Ad Black Sea is held annually. This year the winners were revealed in 13 categories. The works were evaluated by four teams of international jury.
4 award — winning campaign - "women who don't exist" is dedicated to women who have given up on their professional dream. The campaign aims to support young people who are now choosing a profession and prevent gender stereotypes in the process.
Tea manjavidze, marketing manager of Toyota Center Tegeta: "women's empowerment and gender equality are one of the priorities for Toyota Center Tegeta. That is why it was very important for us to support this campaign. Women's professional choice in Georgia is often restricted by gender stereotypes, and society still divides professions into men's and women's Affairs. Based on these stereotypes, many women did not manage to realize themselves in the profession in which they wanted. With the support of the campaign, we wanted to say that the profession does not have gender and women should unconditionally have unlimited opportunities for professional choice — be it mechanics or flying.“
"Toyota Center Tegeta" is actively involved in various women's empowerment projects. In 2022, the company became a signatory of the "UN principles of women's empowerment", thus confirming its readiness to contribute to the process of social reintegration of women victims of violence, to support women and equal protection of women's and men's rights in the workplace.
Tea manjavidze, marketing manager of Toyota Center Tegeta: ""women who do not exist" is obviously not the first campaign held with the support of Toyota Center Tegeta. We are very actively involved in projects aimed at strengthening the role of women and we have carried out a number of activities on this topic, including the campaign "woman behind the wheel". Here I would like to mention that we supported a female offrowder who, at the age of 40, learned to drive a car and achieved great success in this field. Last month we met with young girls in Chiatura region, whom we talked about stereotypes and once again explained that gender does not matter when choosing a profession and they have to move firmly towards their goals. This is a small list of activities that we carried out in terms of women's empowerment and, obviously, we will continue to work in this direction in the future“.
The "women who don't exist" campaign included several parts. Information boards placed on the streets of Tbilisi symbolically reminded the public about non-existent women, whose professional dreams, due to widespread stereotypes, could not be fulfilled.
