In France, gender inequalities still persist. A recent research from the French senats pointed the fact that 80% of household chores are still made by women and only 12 out of 87 work areas reported in France have women representative. But the most impressive facts come from gender representation in the world of toys: according to this research, toys catalogs in France are even more unequal than the real world. With 90% of household imitation games reserved for girls to « do like mum » and 88% of labour imitation games for boys. So to help make the next generation a little more equal, U Supermarkets, the fourth-largest retailer in France decided to take a stand and confirm its brand vision: « French responsible retailer today for better generations tomorrow ». To do so, U Supermarkets created a gender stereotype-free Christmas catalogue. Thanks to 15 kids invited in a studio full of toys with no rules about what to play with, they naïvely proved there was no such thing as toys for girls or boys. Just toys. Every moment was turned into pictures to illustrate the catalogue and 1.2 million copies have been distributed all over France.

During Christmas time, U Supermarkets’ Gender-Free Christmas toys catalogue has been distributed in-stores (+1.550 U Supermarkets) and to 1.2 million people all over France in their mail box. The video was broadcasted on Youtube pre-roll ads, Twitter and national TV during 15 days. In addition, a print campaign supported U Supermarket’s social commitment to gender equality in the national press during Christmas weekend. Finally, a PR and E-PR campaign supported the launch of both video and catalog toward media and influencers during December.

U Supermarkets’ Gender Free Christmas catalog campaign has been an unprecedented success for the brand. Its social commitment to gender equality has been applauded by its consumers and generated respect from competitors, parents, media and even French politicians. The campaign #NoelSansPrejuges (#GenderFreeChristmas) generated a passionate debate on gender equality and the role of toys in education. Reaching 35.6 millions people on-line with free media coverage and 95% positive comments. 3 Million people off-line through free press articles, radio and TV news show in France. The video has been awarded #1Video of the month by Youtube in December. U Supermarket’s tweet launching the campaign got 4.36 million impressions (+5653,5%) and the brand earned +22% followers. French politicians including Minister for Woman Rights and Paris Mayor tweeted about the campaign. And even a major competitor declared they will change their next christmas catalogue following U Supermarkets example.

To emphasize U Supermarkets’ social commitment and reach the perfect audience, we used a typical stereotyped medium during a critical period: Toys catalogs and christmas time. While competitors sent classical stereotyped christmas catalogs, we stood out with our Gender-Free Christmas Catalogue distributed in-store and to 1.2Million people in their mail box. Along the catalog, a print campaign featured on national press and a film was broadcasted on Youtube and national TV during the hard selling Christmas period. Offering a thinking to families instead of selling toys only. Catalogue, film and press became a trending topic during christmas time on Twitter with #NoelSansPrejuges (#GenderFreeChristmas) gathering thousands of conversations around U Supermarkets’ engagement and the gender equality cause. A PR campaign targeted families and general information websites, generating thousands of free articles and positive comments, even earning an unexpected support from the French Government.

According to U Supermarkets, « being a major retailer in France today means being a social stakeholder, in touch with the French people ». That’s why since 2011, U Supermarkets -the 4th largest food retailer in France- aims to promote « Added Social Value" in its communications (previously supported by being the first French retailer to remove parabens from cosmetics in its bespoke Produits U for example) but also to its employees, becoming the first French retailer to achieve gender equality in one of its supermarket.

U Supermarkets’ brand vision is « French responsible retailer today for better generations tomorrow », so as gender inequalities still persist in France, the brand decided to take a stand and help make the next generation a little more equal.