Problem Statement
Boys (aged 4-6) who did not adhere to defined gender stereotypes for their gender felt social exclusion from their peers, leading to long-term mental health ramifications. Childcare centres in New South Wales do not have programs focussing on this issue.
Concept Development
By utilising a visual ethnographic approach at my local childcare, it became evident that boys who openly wore girl costumes (like a princess dress), played with gendered toys (like dolls) or said they liked the colour pink were excluded from play or made fun of by their peers.
Visual Outcome
I created an event day that childcare centres could participate in, encouraging boys to explore being themselves outside restricted gender stereotypes. My touchpoints for the social design campaign include:
1. A website encouraging childcare centres to register and obtain a free host kit.
2. A workbook the children could work through to help improve their awareness about the issue.
3. Event day merchandise.
Website exemplar, encouraging childcares to participate in the event.
Children's workbook provided to all students at the event day.
Stickers, which form part of the event merchandise available on the day.