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HERA: Roditelska
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H.E.R.A
HERA has been part of the civil society of the Republic of NorthMacedonia for more than two decades. From providing care to the vulnerable groups of people, to ensuring sexuality education for young people and advocating for gender-responsive policies, they have strived on a daily basis for a society equal for all.
We were hired to create a video toolkit for the sexual education handbook and a supportive platform for parents were the can find all the resources for this and similar subjects. In tackling a polarizing and delicate subject like sexual education, we knew we had to create a campaign that was both sensitive and engaging. With topics as nuanced as gender, relationships, and reproductive health, our approach was grounded in transparency, empathy, and factual accuracy, ensuring that parents felt fully informed and empowered.
To build trust and understanding with parents, we designed a comprehensive, seven-part video series, with each video focused on a chapter from the sexual education curriculum. Our approach blended expert insights, storytelling, and factual data to address misconceptions and provide clear, accessible information.
Creating an impactful and respectful campaign on sexual education required careful groundwork and extensive engagement with both experts and parents:
- In-Depth Research & Interviews
Understanding parents' perspectives was crucial. We conducted numerous interviews with experts in education, psychology, and health, as well as in-depth discussions with parents, to grasp their concerns, questions, and informational needs. This research was fundamental in shaping a concept that was both informative and sensitive, ensuring parents felt their voices were heard and respected. - Building the Roditelska Platform
With clear insights from our research, we developed Roditelska.mk as the campaign’s hub, with full branding and a streamlined website. The platform housed the seven-part video series along with supporting resources, making it easy for parents to explore each chapter and understand the curriculum’s value. - Expert Storytelling & Filming
We collaborated with trusted local experts, carefully selecting individuals who could speak authentically and compassionately on each topic. Each expert prepared their insights with relatable stories, creating a warm and engaging experience. Key facts appeared alongside each speaker, reinforcing essential points in a straightforward manner that emphasized clarity and connection. - Launch & Community Engagement
We launched the campaign on Roditelska.mk and distributed each video on social media to reach parents directly. By inviting parents to engage and share their thoughts, we fostered a supportive dialogue, helping build trust and collective support for sexual education in schools.
While it’s still early to measure full outcomes, the campaign’s launch has set a solid foundation for meaningful impact. With a dedicated platform at Roditelska.mk and targeted social media outreach, we anticipate strong parental engagement and an increase in support for formal sexual education. By fostering an informed dialogue and providing clear, accessible resources, we’re confident the campaign will empower parents to make informed choices and advocate for this essential curriculum. Initial feedback has been encouraging, indicating a readiness among parents to engage with the material thoughtfully and openly.
