He Ministry of Equality was awarded to BipBranding to conduct an advertising campaign through the media and social networks “to raise awareness of co-responsibility and care”, which includes among its objectives “promoting the transformation towards egalitarian masculinities”. The company awarded this contract has as its sole administrator: Javier Bonilla Arjonajournalist and holder of a master’s degree in business management, who, between 2009 and 2010, was chief of staff of the then socialist Minister of Culture in the Zapatero executive, Angeles Gonzalez Sinde.
Thus, the organization led by Ana Redondo will pay 88,196 euros to the company of the former senior official of Zapatero, which will have to develop a campaign to “raise awareness among men of their necessary involvement in care to achieve a co-responsible reconciliation between men and women.” This is what is indicated in the technical specifications published Tuesday on the State Market Platform. And among the “specific objectives” that the document sets out, is that of “promoting transformation towards egalitarian masculinitiesco-responsible and caring through intergenerational dialogue.
And to do this, Equality establishes the messages that the campaign must convey. The main one is that “without co-responsibility, there is no equality, we need each other.” However, another one is that “equality is achieved through a transformation of masculinity“. Also that we need “co-responsible, accomplice and caring men”.
The company that will end up providing these services will have to present “advertising elements of social awareness on co-responsibility and care intended for each media: television, radio, press, magazines, Internet and outdoor displays”. To do this, you will have a period of 45 days from the signing of the contract. The Ministry of Equality justifies this campaign by the need to “promote a fairer and more egalitarian society”. And for this, they consider it imperative “a a real co-responsibility between women and men. For this reason, they aim to complement the necessary care “without forcing anyone to take care of it for reasons of gender or family.”
The text accuses the “patriarchal culture and a sexual division of labor“that women have always been “responsible for providing care, either unpaid (in most cases) or paid in the workplace.” The equality is explained by the fact that women earn less money because of their “greater presence in part-time jobs due to family responsibilities” of women.For every 10 women who leave their jobs to devote themselves to caregiving, only one man does so.“, details the supporting report from the Ministry of Equality.
On the other hand, he describes the context in which Spain finds itself as a “care crisis”. And it demands that “administrations, companies, unionscivil society/community and families” to solve these problems. The ministry led by Redondo considers “crucial” the “men’s participation” in the “social resignation that values domestic and care work.” In addition, it emphasizes the importance of “working to build a culture of care.” Based on these arguments, they establish that the audience for the campaign is, in particular, “adult men who are sons, fathers or grandfathers.”
BipBranding is managed by Javier Bonilla Arjonajournalist who worked at Prisa TV, Hearst Entertainment & Cisneros Television Group Miami FL and Quiero TV until 2009, when he made the leap into politics. The Council of Ministers of April 17 of that year approved his appointment as the new chief of staff of the then Minister of Culture, Angeles Gonzalez Sinde.
