How abnormal the normal really is? Launch of #HowAbnormal campaign to break stereotypes

Existing stereotypes in Viet Nam confine women and men to certain ways of being, to hold specific careers and positions. According to a UNDP report on women’s leadership in Viet Nam, few women achieve senior government positions. In the civil service, women hold very few senior positions – 9 percent of the ministers, 8 percent of vice ministers and 7 percent of general directors are women.

The campaign will use a series of new videos featuring scenarios where gender roles are flipped to raise awareness of negative gender stereotypes in Viet Nam. The videos highlight gender norms and the double standards that public hold on expectations of women and men, boys and girls. They depict situations where traditional gender roles have been inverted, in order to provoke people to question, "how abnormal the normal is" and to change perspective and behavior.  

“In many ways, what we consider ‘normal’ gender roles … are very abnormal,” said Mr Bakhodir Burkhanov, UNDP Deputy Country Director in Viet Nam. “At the UN we felt the need to bring these issues out in the open and raise puplic’s awareness of the gender norms that hold both women and men back. We want to start a dialogue on gender norms and how they can be changed to create a more just community for our shared benefit”.Main actress and actors of the video series Anh Thu and Quy Binh attended the campaign launch and shared their experiences in acting in these provocative films.  Ms Ta Bich Loan of VTV6 facilitated an interactive and informative event. Singer Thai Thuy Linh had a special performance.  

The campaign #HowAbnormal will run over the next seven months.  The UN agencies called on the participation of the Government, civil society organizations, the media, public figures, citizens, and especially youth to take action to remove gender-based barriers. Both women and men are encouraged to watch the films and take the pledge and make a commitment to shape gender norms towards a more equal and just society.  Some of the pledges made during the campaign launch were commitments to stand up and stop any sexual harassment against women, to vote for women in the upcoming elections, and to encourage daughters to be leaders.  All are encouraged to take the electronic pledge and show their commitment to stand for gender equality – you can go to the campaign’s Facebook Page to take the pledge https://how-abnormal.antoan.org or https://www.facebook.com/howabnormal.  

As part of this campaign, a film making contest will be held to encourage all film makers to develop creative films that help further challenge gender norms, bring in different perspectives and promote gender equality in the workplace, the home and public spaces. The winning films will be shown at an award ceremony early next year.  Those interested in the film making contest can go to https://tinyurl.com/howabnormal for more information.

Media inquiries:

Vu Ngoc Bach  – UNV Communications and Gender Specialist

Tel: 84 4 39448527

Email: vu.ngoc.bach@undp.org



Nguyen Viet Lan  – UNDP Communication Officer

Email: nguyen.viet.lan@undp.org



Nguyen Hong Thanh - UNFPA Communication Officer

Email: tnguyen@unfpa.org