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On the occasion of International Women’s Day, UN Women and students of the Faculty of Social Sciences in Albania launched a campaign to tackle gender stereotypes and discrimination, in partnership with Sophie Caffe, a popular coffee shop chain in the country. The initiative won first prize in a student “bootcamp” organized by UN Women as part of the joint UN programme "Leave No One Behind”.
“The Role of Social Workers in Addressing Gender Discrimination and Intersecting Forms of Discrimination” was a three-day thematic bootcamp organized by UN Women with the participation of 36 students of the Faculty of Social Science in October 2023. The event helped enhance the participants’ understanding of gender equality perspectives, diversity challenges, and inclusion of groups in need. Divided in five groups, students had the opportunity to develop their ideas and concepts for addressing the diverse needs of vulnerable women and girls in social care services through an awareness campaign.
"This event aimed to equip future social workers with essential skills and knowledge through interactive learning methods, fostering their critical thinking and problem-solving abilities. The initiative sought to inspire a new generation of professionals capable of challenging gender discrimination in social services and through awareness campaigns projects," said Assoc. Prof. Dr. Eliona Kulluri, Head of Department of Social Work and Policy, Faculty of Social Sciences
The team composed of Arjola, Gjeksika, Sonja, Klidia and Alketa came up with the most innovative idea for promoting gender equality in the community: giving out coffee in cups inscribed with messages against gender discrimination and stereotypes in the workplace. Now their idea has come to life, thanks to a collaboration with Sophie Caffe which has undertaken that, from 7-15 March 2024, it will sell coffee to its customers in cups bearing printed positive and thought-provoking messages.
The bootcamp was organized in collaboration with the Commissioner for Protection from Discrimination, the People's Advocate, and faculty members of the Department of Social Work and Social Policy.
“This partnership underscores the pivotal role of education and community engagement in effecting systemic change. Through initiatives like consultative roundtables, open forums, and specialized “bootcamps,” students are empowered to challenge norms, critically analyze concepts of equality and diversity, and advocate for inclusivity,” said Erisa Çela, Programme Manager at UN Women Albania.
The bootcamp produced three winning ideas and awareness raising campaigns which will by supported by the joint UN programme “Leave no one behind”, financed by the Swiss Agency for Development and Cooperation (SDC).
The “Leave No One Behind” programme, jointly implemented by UNDP, UNICEF, UN Women, and UNFPA from 2021 to 2025, seeks to revolutionize social protection and inclusion by providing essential services and opportunities to marginalized communities, thus ensuring the realization of their fundamental human rights and dignity.
The campaign aims to raise awareness on issues such as gender equality, gender discrimination against specific groups (including, but not limited to, elderly people, persons with disabilities, single mothers, persons from Roma and Egyptian communities, persons form the LGBTIQ+ community), the harms caused by gender-biased and sexist language at work, etc.
Through this initiative, the winning team hopes to encourage active participation, establish a platform for discussion, and promote innovative approaches to raising awareness among targeted groups. The project emphasizes the “Leave No One Behind” principle and seeks to engage businesses in the campaign to increase awareness and promote inclusivity.
Arjola Beshaj, studying for a Master’s in communication for Social and Behavioral Change, believes in the power of influence and awareness-raising and advocates for an educational approach that fosters inclusivity and empathy from an early age. "My message is: live freely in your thoughts while respecting others' emotional and psychological well-being, thus fostering a society free from hatred and discrimination."
Gjeksika Doshi, studying Social Policy Administration, emphasizes the importance of promoting leadership roles for women and challenging outdated gender roles within families and society. "I hope that the campaign will challenge societal stigmas and promote the understanding that women can pursue both career and family. My message is: prioritize empathy, respect everyone's unique story."
Sonja Naslazi, studying Social Policy Administration, highlights the lack of awareness about gender equality and diversity as a critical issue. "I believe that there's a lack of awareness regarding gender-based discrimination among young people. Many students are unaware of concepts such as respect for diversity, equality, and gender rights. Learning is the first step towards change. Start to accept the rights of others the same as yours, without any gender distinctions."
Klidia Dimo, studying Administration and Social Policy, believes their project has the potential to raise awareness in the community and encourage institutions to address gender equality issues. "My message to young people is: respect each other and strive to show as much love and understanding towards others as possible, laying aside any language of hatred and gender discrimination."
Alketa Çollaku, studying for a Master of Science degree in Social Services in Criminal Justice, sees her profession as a powerful tool to accelerate societal changes and advocates for positive change and the promotion of a culture of equality and respect for all. "My message to young people today is: reject hate speech and gender discrimination and foster a culture of respect, dignity, and equality for everyone instead. Join as allies in the fight against discrimination, contribute to the creation of a fairer and more equitable society for all."
Take part in this initiative and become part of change by posting your cup of coffee with the message on social media and tag @unwomenalbania on Instagram, Facebook and X. UN Women Albania will repost all your photos.
To view the Albanian version, click here.