Harmony of the Married Life – “Happiness in 4 Hands”
The informational campaign called "Happiness in 4 Hands" has been launched in Ukraine. It is designed to show Ukrainians how to solve all difficulties with family life and distribute household chores between husband and wife equally in a helpful and pleasant way.
For now nearly 61% of married couples end up divorcing in Ukraine, and many of the cases are caused by uneven division of responsibilities in the family, as sociologists suggest.
The standard "Church, Kitchen, Children" as a gender role for a woman lowers her professional achievements and opportunities to enjoy life. A family built according these stereotypes is less likely to be successful, suggest social psychologists. In Ukraine 43% of men believe that a woman has to sacrifice work to give more attention to family. Just 38% of women believe that fact either.
"In our society, we first have the woman herself to prove that she has to fight for her own rights. Association Agreement with the EU even includes a separate section on non-discrimination and equality between women and men," said Deputy Minister of Social Policy Serhiy Ustymenko.
The gap in pay, low representation of women in leadership positions, uneven distribution of domestic responsibilities in the family appears to be a problem of gender inequality. And it is expressed in how men and women spend their time, says an expert on gender issues Mykhailo Koryukalov.
"On sleep, leisure and communication men and women spend about the same amount of time. But on household duties European women emit almost twice as many hours per day," says Koryukalov.
Because of differences in views on family roles, lack of understanding that any problem should be solved together, there is most strife that eventually destroys a marriage. In fact, neither women, nor men have to choose the social role that society imposes on them, said a spokeswoman for the UN Population Fund in Ukraine Nuzkhat Esan.
"The Global Gender Equality Index 2014 put Ukraine on 56th place among 146 countries. Informational campaign aims to show that easier and more enjoyable way to perform household duties is not in 2, but in 4 hands. Men and women share responsibility for marriage, work and household duties. The result of this campaign will be the growing number of men who will be proud that they take care for the baby or wash dishes. Because it makes them stronger not only in the eyes of women, but also in the eyes of society,” suggests Nuzkhat Esan.
Commercials "Happiness in 4 Hands" will show on the First channel and by local public broadcasters. But billboards and city lights will be seen by residents of many cities, including those of the Eastern Ukraine. The interesting fact is that the creators of the initiative in their work did not shot models, but only real families.
On the project website you can read tips for family happiness and harmony and even register your own "vow of the happy couple".
Information campaign developed by UNFPA in cooperation with the Ministry of Social Policy of Ukraine.
