On International Women's Day, March 8, 2021, the Converse brand launched a campaign with the aim of officially starting to use gender-sensitive language in the Serbian language. Under the narrative of Breaking Down Gender Barriers, different communication channels were used to first raise awareness of the topic and later make a concrete impact. Through the mural painted at the Elementary School "Drinka Pavlović" in Belgrade, until the first online edition of the New Reality Dictionary, through integrated communication channels, the brand communicated with its users, public figures, linguists, the All Stars community for a year.
Also, the center of Budapest came alive with a specific work of art. As part of the narrative Breaking Barriers Through Color, a huge mural decorated a wall in Dob Street, which sends the message that we are not afraid to be who we are, to dive into the unknown and create something new. The mural was painted in collaboration with the creative collective of artists Neopaint Works. The entire communication is supported through social networks and influential people from Budapest who are engaged in the field of social responsibility and activism. The whole campaign was special on another level - to bring this work of art to life, an artificial intelligence filter was created, so the elements of the mural, viewed through the phone's camera, came to life in motion.
In addition to the results in numbers, during the duration of the campaign, the Parliament of the Republic of Serbia passed the Law on Gender Equality, which entails the obligation to apply gender-sensitive language in public institutions, and with this particular campaign, the Converse team won an award at the Cactus Festival, in the category of the Best Adapted International Integrated Campaign, as well as two recognitions from UEPS, the prestigious association for traditional communications of Serbia: Bronze recognition for activities in non-standard places, as well as Silver recognition in the category of fashion, sports, games of chance.