Communication Campaign

Women in Kosovo have fewer education and training opportunities than men, which limits their professional development. They are underrepresented in basic and general education, vocational training, labour market-oriented training, the labour market, and as start-up entrepreneurs. Women from minority backgrounds and rural areas are particularly affected. The project aims to expand economic opportunities for disadvantaged women in rural Kosovo. It focuses on women aged 35 to 55 and those who have dropped out of education or are unable to find initial or continuing training after completing it. The project supports women in improving their employability and in setting up and expanding small businesses in rural areas. It provides training, advisory services, and assistance with regulating unregulated work, and develops gender-just financial support programmes. Output 3 aims to change social norms and practices. Gender stereotypes and role models, especially in the world of work, are to be reflected on, and gender-transformative attitudes supported. At the same time, the project promotes a nationwide communication campaign to shift societal views and make Kosovo more open to women"s participation in vocational training and work. The term "communication campaign" is used broadly to include all measures that can foster changes in societal values, social norms, perceptions, attitudes, and behaviour (social and behaviour change, SBC). A number of SBC intervention fields and target groups are anticipated at a general level: through gender-transformative campaigns and dialogue formats, the project aims to contribute to improved gender equality in education, training, and income-generating work. Campaigns also highlight the currently untapped human potential that women represent for Kosovo"s social and economic development. Key audiences in broader society will be reached with gender-transformative measures using suitable SBC approaches, such as positive deviance, campaigns, entertainment education, nudging, and targeted formats ranging from direct interaction to traditional and social media. The tenderer is to implement Output 3 based on these aims, designing and delivering activities that promote reflection on norms, engage key audiences, and foster gender-transformative attitudes.