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.
You can find the project´s website here: www.profairplay.cz.