Description
The project aims at a positive and statistically significant change across society in perception of the equal opportunity issue, through massive media publicity making use of the most powerful radio stations in the Czech Republic. This change shall be verifiable through independent market research. The general aim is a long-term, continuous media platform for the communication of equal opportunities issues to the broadest target group: everyone aged between 12 and 79, primarily listeners of the Lagardere Active CR radio stations and websites with a total reach of 5.8 million people. We want to achieve this by offering positive opinion models, both from among the popular presenters of the radio stations Frekvence1, Evropa2 and radio BBC/Zet, and through the networking of listeners and interest groups.
Summary of project results
Project ProFairPlay was needed to establish professional media platform for communication of equal rights mainly in commercial radio and digital environment. It has undertaken challenging goal to positively change mind of listeners towards ideas of equal rights and succeeded. Czech people are now more responsive and sensitive in many areas regarding gender themes, equal rights, discrimination etc.. Set objectives were fully reached in spite of difficulties in the beginning of the project and the need of more mass of sources than we expected. Nonetheless results will be maintained due to the fact that Lagardere Active has received many competitive advantages from the project and would like to have them also in future (more differentiated target audience, new business opportunities, unique know how, HR tools).
Summary of bilateral results
The aim of this project was to bring about a positive and statistically significant change in society’s perception of equal opportunities through massive media coverage using the strongest radio stationsin the Czech Republic. We have created a professional media platform for communication on equality, especially in the environment of commercial radio and digital media. This ambitious project was successful, and the Czech population has been sensitised in many areas concerning gender, equality, discrimination, etc. by receiving positive opinion models from popular radio presenters and via the networking of listeners and interest groups. The objectives have been achieved despite initial difficulties and the necessity of more resources than we had originally anticipated. The results are sustainable, as the project has brought the Lagardere Active group many competitive advantages that it would like to maintain in the future: a more differentiated target audience, new business opportunities, and unique human resource management know-how and tools.