‘Partnerships for more family-friendly living and working conditions’

This European Commission released guide explains the current issues of today’s family and working policies and offers best practices and approaches to support work-life balance with European Structural Funds (ESF). These funds have already financed over 2,5 billion Euros for campaigns to reconcile work and family life and for the promotion of female employment.
One example of best practice is a campaign in the Netherlands to stimulate men to take more family and home responsibilities and in this way, create more possibilities for women to enter the workforce. Female employment rates in the Netherlands remain low and household work, as well as taking care of children, is seen as women’s responsibility. The 1½-year long professional media campaign with the slogan “Wie Doet Wat” (Who Does What), confronted men with the excuses they offer for not participating in domestic tasks and motivated them to spend time with their families and share responsibilities. The campaign targeted the largest possible male audience and included television series, television and radio commercials, an Internet site and press conferences as well as other events. Ethnic minorities were also reached out to in order to initiate discussion on role sharing in immigrant communities.
To mainstream the idea of a role-sharing agreement in the workplace, “Wie Doet Wat” cooperated with public and private enterprises and institutions. The companies involved developed their own awareness-raising strategies encouraging male employees to take a more equal sharing of family tasks and offered flexible working time arrangements.
For more best practice examples and a complete copy of the report, visit here.