Fair or gender?

With the new platform “Fair or Gender?”, the Federal Ministry is launching a digital campaign designed to encourage public engagement with gender equality in Austria. The campaign was conceived and developed together with Demner, Merlicek & Bergmann / DMB., which created an interactive website alongside supporting content formats and a comprehensive online communications strategy.

The aim of the campaign is to raise awareness of social issues surrounding gender roles, equality, and fairness, while inviting users to question their own perspectives. Although equal opportunities remain a fundamental social goal, significant differences between genders still exist in many areas – including income levels and the distribution of roles in everyday life.

Through an interactive quiz featuring Valerie Huber on gerechtodergeschlecht.at, users can test and expand their knowledge of the topic. In this way, complex social issues are translated into accessible and engaging content. The campaign is further amplified through social media and online advertising.

“Digital communication can make social issues more tangible. With Fair or Gender?, we want to create a platform that encourages discussion and inspires people to reflect on their own perspectives,” say Daniela Sobitschka and Philippa Grob, DMB. Creative Directors.