Endema (Escuela Nacional de Desaprendizaje de Machismo) – Unión Europea

The European Union required a gender campaign that would grab attention and depart from the traditional approach it had always taken on the issue.

Unlearning machismo is a key concept, and that's why we proposed creating a school to achieve it. Thus, ENDEMA, the National School for Unlearning Machismo, was born as a way to engage men in the issue and reach audiences that the EU had not been able to touch before, such as young people.

The strategy included various elements, including a youth web series with humor, which sparked significant conversation on social media and in the press. It featured actress Alejandra Borrero and was launched at the EAN, School of Business Administration, with the presence of its rector, Brigitte Baptiste. The campaign resonated so strongly that the Women's Counsel of the Presidency of Colombia adopted it as its gender strategy for the National Government in 2021.