“Of Course, You Can!”
The campaign that began on September 18, 2024, coinciding with International Equal Pay Day, and continued until the end of the year, focuses on challenging gender stereotypes and discrimination in professional development, ultimately aiming to achieve equal pay in Ukraine.
UN entities involved in this initiative
UN WomenSustainable Development Goals
About the initiative
UN Women, jointly with the Ministry of Economy of Ukraine and with support from the Office of the First Lady and the Government of Sweden, developed the campaign’s signature elements, including a promo video as well as outdoor and digital advertisements highlighting Ukrainian women in various sectors, such as humanitarian work, sports, and security.
The prominent figures showcased were Olga Rudneva, the head of the Superhumans Centre; Iryna Gerashchenko, a Ukrainian high jumper who won a bronze medal at the 2024 Olympic Games; and Olga Bibikova, a dog handler with the State Emergency Service.
The campaign also announced its ambassadors. These ambassadors participated in extensive interviews to explore the root causes of the gender gap in both professional and social spheres.
We collaborated with 14 opinion leaders to raise awareness of gender pay inequality in Ukraine, sparking discussions and encouraging followers to share their experiences. This also helped grow the campaign’s social media audience.
Nine NGOs — including the Women's Business Chamber of Ukraine, VETERANKA, INSCIENCE, Divchata, STEM is FEM, Women League, HealthRight International, Projector Foundation and WTECH — along with eight businesses and state-owned companies (Epicentr, Electro Cable Group, Ferrexpo, Intellias, Synevo, Ukrenerho, Ukrhydroenergo, and Ukrsibbank) announced their support for the campaign by issuing statements on their official social media channels.
The campaign effectively reached its audience through various communication methods, enabling us to engage diverse population groups and sectors.
- One month of social advertisements on Novyi Channel, STB, and ICTV 2 (based on the campaign’s promo video) – over 8,7 million viewers
- Outdoor advertising (banners/city lights and promo videos on the 12 Intercity trains) – over 2,5 million
- Ads in digital – 3,5 million
- Campaign’s website and social media pages on Facebook and Instagram – 2+ million
- Media relations – 1+ million
- Opinion leaders/influencers – 3+ million
- Integration into WEE Congress 2024 – press briefing with the campaign’s ambassadors
The national information campaign "Of Course, You Can!" was launched by UN Women Ukraine and the Ministry of Economy of Ukraine, with support from the Office of the First Lady and the Government of Sweden. This initiative is part of a broader national strategy aimed at addressing the gender pay gap in Ukraine by the year 2030.
Check out the campaign’s website for more information, opportunities for women, business tips, and join the effort to address the gender pay gap.
