NGO HERa-A social project under women on top
HERa: A helping hand for women who want to get back to the workforce
A social project under Women On Top
Introduction
Starting this semester we had the opportunity as third year Communications students in the Communications, Media and Culture Department in Panteion University of Political and Social Sciences to take a course called ‘’Social issues, social innovation and corporate responsibility’’ or as we like to call it the ‘’Dare to Challenge’’ course. Through this course our task was to gradually develop a social innovation initiative and at the end of the semester we would have to present the final product of our work through implementing everything we learned in this course. Specifically, our task was to create an NGO or a social startup that would focus on one goal of the United Nation’s 17 Sustainable Development Goals.
SDG’s
So, what are these Goals? The United Nations Member States held in September of 2015 a UN Sustainable Development Summit in New York where they adopted a 17 SGD Agenda for 2030 with the purpose of providing a plan to these countries in order for them to create a better future for the people and the planet and to improve quality of life for all humans. Basically, the idea is to develop social improvement both in the developing and developed countries and not just in the aspect of economic growth. Each goal focuses on a specific issue and these are:
Ø Eliminating poverty
Ø Ending hunger
Ø Promoting wellbeing and ensuring healthy lives for all
Ø Providing quality education
Ø Providing clean water and sanitation
Ø Ensure access to reliable, sustainable and affordable energy
Ø Provide decent work for all and create economic growth
Ø Develop and improve industries, infrastructures and create innovation
Ø Eliminate inequalities
Ø Create sustainable communities and cities
Ø Ensure responsible consumption and production
Ø Take on climate action
Ø Improve life below water
Ø Improve life on land
Ø Ensure peace, justice and provide strong institutions
Ø Strengthen global partnerships for sustainable development
According to the 84th paragraph of the 2030 Social Development Goals Agenda the High Level Political Forum- which was established in 2012 and is the main UN platform that focuses on sustainable development –meets voluntarily every year for eight days under the auspices of the Economic and Social Council in order to conduct a follow up on and review the 2030 Agenda on the SDGs on a global level. The Forum also meets every four years at the level of Heads of State and Government for two days under the auspices of the General Assembly. In this Forum developed and developing countries are participating as well as major groups, various stakeholders, intergovernmental organizations, Governments and relevant UN entities. Furthermore, the HLPF provides a platform for partnerships between the participants that aim though knowledge, expertise, technological and financial contribution to get closer to the 2030 Agenda Sustainable Development goals.
For the Dare to Challenge course we had to form teams and work on a specific goal of our choice. Our team was going back and forth between different Goals in our first assignment meeting because we knew that every Sustainable Development Goal is of high importance.
First we began with the goal number 1 which stands for Ending Poverty but finally, we went with goal number 5 which stands for gender equality and women empowerment. It focuses on aspects such as closing the pay gap, preventing early marriage for girls, closing the pension gap, eliminating gender based physical and sexual violence, preventing legal discrimination against women and girls, terminating the genital mutilation of girls and women and working on eliminating the underrepresentation of women in decision-making positions. It also focuses on establishing antidiscrimination laws around the world and on providing legal aid to those in need amongst many others.
We decided on this specific goal after we came across some shocking statistics of the European Union Commission which revealed that the equality index in Greece is at 51,2% ! After going over some more of these statistics on Greece we decided to focus on developing a local social initiative. Specifically, these statistics revealed that in 2018 men’s employment rate in Greece was at a 71.3 % while women’s was only 50.1% , the pay gap index in 2014 was at 12.5% , the pension gender gap index in 2017 was 25.1% and last but not least, 19% of women in Greece have experienced physical and/or sexual violence since the age of 15.In addition, our team members were all women so we had the opportunity to get additional insights from each member about being a woman in Greece and we shared the common experiences we had.
Brainstorming
After one week of brainstorming and bringing relevant statistics, insights and experiences on the table we understood that our common goal was to reach the female population in our country by solving a problem that no one had been able to fully solve until 2019. Thus, we started searching for a serious gap in the Greek market, in order to marshal it.
Design Thinking Methodology
Empathize
Our main tool for this project was the Design Thinking Methodology. We began completing the first step in Design Thinking, the empathize step , by conducting a research through which we discovered some preoccupying statistics and facts about gender equality. What drew most our attention, was that in 49 countries up to ½ of men, can legally prevent their wives from working. These extraordinary statistics formed a motive that led us to define the corresponding problem in Greece- the female exclusion from workforce due to various reasons.
Research
In order to collect more information, we participated in the Butterfly Effect Seminar organized by Ethelon. There we attented the speech of LEAN IN CIRCLES a research team for gender equality data analysis in Greece.
Lean in circles’ approach claims that the glass ceiling effect theory has been replaced by broken rang theory which means that both genders have the same entry level in the workforce but only males continue their career without obstacles. Specifically in Greece:
a) managers 45% men-26% women,
b) vice president 57% men-23% women
c) owners 68% men-18%-women.
Ideate
In the first steps of creating a sustainable innovative solution we ideated to create an NGO which would solve the problem of the female exclusion from the employment sector by educating and supporting women. While searching for competitors we found out the Greek organization Women On top which aims on mentoring and learning, consulting and co-creating, changemaking and organizing professional development seminars.
WoT’s goals is to empower women through meetings, seminars and projects as to ascend to the professional hierarchy and to provide them with the necessary resources to complete their dreams as managers.
By finding out WoT , we discovered an already worthwhile effort in the same field, so we took the opportunity to change our NGO’s course and diversify from WoT in order to meet the need for the practical integration of women into the working field.
Prototype
Our innovative idea was to prototype a newly established NGO for unemployed mothers named Hera by combining creativity and technological education. The inspiration behind the name Hera — is the ancient Greek goddess of motherhood and also “χείρα“ — the ancient greek word for hand.
In the beginning, our target group was wide: we decided to educate and provide job opportunities to mothers that have been out of the workforce from more than 2 years, who struggle to find a job and who also want to develop and update their digital skills. Our prototype idea was to:
a) provide seminars that will aim at updating and developing the participants’ digital skills
b) offer internships for job positions (stable salary) in the crafts and construction categories for 6 months through collaborations with local initiatives (shops and workshops with handmade products)
c) help women to get a job position in creative fields after completing their internships
The reason why we embeded in our programm educational seminars for digital skills development was that we believe that during our first steps (up to 1 year) we might not be financially able to provide job positions for all of our users. By providing them seminars about digital trends and tools we can assure that they will have the technical knowledge to apply in other job positions, too.
After presenting our innovation , our professor Ms Betty Tsakarestou told us that we needed a more specific target group.
So we took the chance and came in contact with the Founder of Women On Top via LinkedIn. In our phone call she mentioned:
‘’It would have a great impact but be aware of your target group! Unemployed women with work experience and university education — will not do any work! While your idea is great you should define your target group as unemployed women with no bachelor’s or equivalent education who want to return to workforce but need a strong motivation such as creativity’’
We followed her advice and we reformed our target group. Ιn order to understand the basic problems and the needs of our audience we conducted interviews from mothers (ages 25–56)with no bachelor’s degree or equivalent education who wanted to return to the workforce. The main tool we used was : the empathy map methodology- we wrote down all the things that the interviewed mothers said, thought, felt and did during our meeting. Specifically all of them:
SAY: life without work is pointless, that they have ran out of opportunities
THINK: they should have studied
FEEl: useless, down, unproductive, like they live life on autopilot, socially excluded
DO: nervous embarrassing movements, show repentance for the life they did not live
After that, in order to find out the motivations that would drive the users to be a part of HERa NGO, we created 2 main user personas based on real potential users:
Overall, our users needs were the wish to maintain a job that would be creative and at the same time respectful. Secondly they have been seeking for a job opportunity that would help them feel productive and maintain a peace state of mind.
Test
The last step of Design Thinking Methodology was to ascertain if our idea could be implemented through parternrships and funding. Firstly after following the instructions that Stella Kasdagli gave us (WoT Founder) we had the honor to receive from her a proposal for a future cooperation.
She informed us that they have been planning a “return to workforce” program for women the past 3 years (since 2017) . As she mentioned:
‘’Your idea is brilliant! We are looking for new people, who keep coming up with fresh ideas. In case you decide to set this plan to action, we would like to create a common social project. We are going to help you with fundraising, communication, company interconnection etc. In this way, we’re enabling you to take over a specific portion of our target group; mothers without a degree, who do not want to work under disrespectful conditions and need a strong motive to return to the workforce”.
She also mentioned the Threats that a new initiative is facing:
‘’It is difficult for an inexperienced team without a reliable name in the market to reach out to financiers and cooperators . This is something that as Women On Top we will offer you’’.
Funding
Nevertheless, we wanted to test if our idea was good enough to be a part of Social Dynamo- so we searched for secondary financial partners. We took the opportunity and participated to the Athens Digital Lab, a lab that took part during the Ethelon Days. There we atented the presentation of Social Dynamo which analyzed the 6month program it could offer to new initiatives:
teaching us how to promote our work
finance us until we are sustainable
but also educate us on digital skills
Parternships
Because we wanted to already have some suggestions for partnerships, we came in contact with companies and local shops which create handmade products and asked them :
‘’When our idea comes reality, would you like to train women to make handmade products and get paid by our NGO for that?’’
- Dioni — 22 years old: creates handmade clothes:
‘’As a woman working in art I believe that every moment of the day can be a source of inspiration for a person who is interested in expressing thoughts or feelings in a different way than speaking.[…] I might be able to train 10 women for a semester aiming to reach a level of perception that allows one to convey spiritual information to objects’’
2. Tintinnabulum: shop with handmade jewellery, clothing and home decorations
“Regardless of my studies, I always made things for me or for friends and I always enjoyed it. So when I got out of work and realized that I was not going to find another one for my subject, I realized that I had as much time as I could to actually get involved with what I loved the most. (Source: www.lifo.gr)
3. Eleni - 56 years old: creates handmade jewellery and body creams
‘’After getting my pension, I decided that I wanted to do something really creative in my free time. […] So I started drawing and creating handmade stuff. I think that it would be a great idea if women who want to get back to workforce had the opportunity to work in creative fields. I am already teaching girls as a volunteer- I think that if I would do that as a proffesion , I would give more value to myself and to what I do’’.
4.Cocomat : Greek company with handmade furniture
Unfortunately, Cocomat did not reply to our e-mail. But it still remains one of our future suggestions for corporations because everything is:
‘’Made with great care by Greek carpenter craftsmen, with austere design and perfect aesthetics’’ (Source: Cocomat.gr)’’
Communication Strategy
The question now was ‘’How could we communicate our innovation’s philosophy?’’. As to clarify our goals we created a communication strategy plan:
Communication goal: help mothers get back to the workforce and work in creative fields
Audience: Unemployed mothers with no degree
Key Message: move forward and make a living by being creative
Communications medium: Through WoT, relevant fundraising NGO’s, Social Dynamo & Stavros Niarchos Foundation, ΟΑΕΔ & our social media accounts / website
Social Media Analysis
HERa’s brand promise, as mentioned before, is to be the helping hand women need to get back to the workforce. In the spirit of this, HERa has adopted a “Caregiver” type of brand persona. We want our clients to feel reassured, cared for and a part of a bigger, safe and warm community. Our social media help us achieve this; through them, we can share news about our NGO’s activities, grow our network and audience, but most importantly connect with them, provide them a place to voice their opinion and give us useful feedback.
Defining and analyzing our target group
We have two social media accounts: one on Facebook and one on Instagram. Both express the same brand persona with visual elements and overall aesthetic being consistent throughout both.
When it comes to the latter, our audience consists of 89% women from Greece, out of whom 50% reside in Athens. On the biggest part, our follower count is made up of young adults. More specifically, 69% are aged 18–24, 18% are 25–34, while groups above the age of 35 represent all together 13% of our Instagram followers.When it comes to our Facebook, it seems to be centered more on the ages of 25+. All of them are Greek females, who live permanently either in Attiki or the Peloponnese. Since this type of audience seems to appreciate informative and news-centered posts more, our Facebook page is geared towards this type of content. Despite them being more on the informative side, our Facebook posts maintain the warm and friendly tone of the “Caregiver” brand persona.
Therefore, in order to cater to our mainly Greek audience, our posts bare both Greek and English captions. When it comes to Instagram, we try to engage in a more interactive way with our younger audience by publishing polls and stories where they can leave their questions and ideas. They also seem to particularly favor posts that are more personal: our most popular posts are “behind the scenes” photos, such as the one that gives them an inside glimpse to our offices.
Website critique
Our website is more on the informative side than the personal one, like Instagram. Visitors can learn more about HERa and its goals. They can also find out more details about our workshops, while also having the ability to book a place in one of our classes. Even though our site is obviously more business-oriented, it still has an approachable feel to it, because of our “meet a member” section. In this part, our potential clients can read the stories of some of our users who have found our services useful. We hope that these “success stories” will both attract more women, while also motivating and inspiring them to take matters into their own hands and to not lose hope.
SWOT Analysis
Our biggest strength is our warm and friendly persona, that makes our users feel safe and more at ease. That tone is carried both on our social media as well as on our workshops and courses. Our younger followers seem to also appreciate that HERa makes an effort to connect with them and give them a space to be active members of the NGO.
Our weakness is not being able to reach, as much as we would like, our main target group which is women near and in their middle stages of life. However, as a daughter-project under Women on Top we hope to make the best of the opportunities they provide us with by using their much bigger media platform to connect with that age group (34–64).
Other well-established NGOs with bigger social media platforms are viewed as our main threat. That is because, even if their services are not related to ours, they have a far bigger outreach, which results to making a considerable part of our target group their client.
Our experience
Our SDG journey was very interesting. Through our Dare to Challenge course we learnt new ways of creating sustainable social initiatives. Through our project we came in contact with many types of people and we expanded our communication skills.
The most exciting thing for us, was the suggestion which the Founder of WoT directed to us. As a team, we decided that after our graduation we are going to make a contact with Women On Top, in order to decide whether and from where should we start our common social project.
We believe that our initiative will have a great impact on greek unemployed mothers with no degree. We discovered that through the interviews we had with a small but corresponding sample of our target group. All of our user personas were excited about a new job opportunity full of creativity which would also educate them about the new digital tools-trends.
Nonethelless, we are aware that some of our users might not be able to maintain a job after the 6 month intership from the firsts months of our operation. But we know that this is only the begining, and with other organizations about women empowerment on our side, we can create a better world for our country!♥
Thank you for reading! Please share your ideas with us! You can view our SDG journey by clicking here.
HERa team: Vasileia Triantafyllou , Merope Kolokassidou , Yana Makaeva and me.
Dare To Challenge course director: Betty Tsakarestou
Our social media:
website → https://vasileiatriant.wixsite.com/heragr
Instagram → https://www.instagram.com/hera.gr/
Facebook → https://www.facebook.com/herAthens/
