Lowe launches campaign for school equality

Lowe Lintas has produced a new campaign for the Equal Opportunities

Commission focusing on the stereotypes that teenagers face when making

choices in school.



The campaign, entitled "what's stopping you?", launches this week. It

challenges young people, teachers and careers advisors to question ideas

about men and women that often affect subject and career choices.



The ads, which will feature in teen magazines and postcards in schools,

use an image from the film Billy Elliot and a picture of the 1966 World

Cup, with a girl's head superimposed on Bobby Moore's body, to challenge

traditional ideas about women's and men's roles.



The ads use the strapline: "Women. Men. Different. Equal."



Helen Rae, the account manager at Lowe Lintas, said: "The campaign is

designed to motivate young people to have the confidence to choose

whatever they want to do, irrespective of the stereotypes that surround

them."



The campaign follows research by the EOC, which revealed that gender

stereotypes are still strongly reflected in choices at school and these

choices lead to imbalances in the workplace.



Julie Mellor, the chair of the EOC, said: "We won't get true equality in

the workplace unless measures are taken at school to encourage young

people to pick from all the options available. Many employers have told

us they are keen for the EOC to tackle this issue."



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