Portal de Cartagena
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| Framed in the initiative 'Equal man', it seeks to involve men to break gender stereotypes, counting on advertising supports on line 5 buses | The Department of Equality of the City of Cartagena has launched, for the third consecutive year, the campaign 'Equal Man', aimed especially at men to promote their involvement for real and effective Equality.
On this occasion, the initiative revolves around the motto 'The gentlemen of now are feminists' and has advertising media on buses on line 5.The Councilor for Equality, David Martínez Noguera, recalled that “micromachisms are small gestures, some very subtle, that contribute to perpetuating gender roles and machismo.
In this campaign, we invite men to reflect on what we should be and to meditate on a new itinerary to follow, to build ourselves as a society in a different way.
We urge men to actively seek equal rights between men and women, leaving behind attitudes of the past and inviting them to break with the traditional male model.
With this message we make a call to action, directly inviting men to take sides for feminism ”.According to Octavio Salazar, a Spanish jurist specialized in Constitutional Law, well known for his work on gender equality and new masculinities, “men should not continue to legitimize and extend the patriarchal order and machismo as the ideology that sustains it; we should become feminist men ”.In this sense, David Martínez Noguera, has stated that "society has historically imposed on men a certain way of acting, a form of imposed masculinity that we must review and value if we want to abandon machismo and act in equality and freedom" .This campaign, which has been designed by the publicist Alberto Arroyo, marks a current, modern graphic image, using illustration as a communication vehicle.
By using color, they want the campaign to stand out in a noisy urban environment.
The variety of posters reflects diverse men, as they are all the target audience for this message.An important design detail is the inclusion of contemporary elements that refer to the imaginary of the medieval knight.
It is posed as a little game for the reader.
Thus, the spiked wristband would be the update of a knight's armed gauntlet.
The print on the shirt refers to a medieval chainmail and, finally, the horse, essential in the world of chivalry.
Source: Ayuntamiento de Cartagena
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