WHAT? Cross-media project.

AIM? Young people, who do not make their career choices restricted by gender stereotypes, but who make their choices based on their will and abilities.

WHO? The Estonian Gender Equality and Equal Treatment Commissioner’s Office together with Estonian Public Broadcasting, Tallinn University, SA Innove, Estonian Ministry of Education and Research, Office of the Equal Opportunities Ombudsperson of Lithuania and The Centre for Gender Equality in Iceland. The project is mainly funded by the European Commission.

WHEN? 30 months from 2017 to 2019. 


Maria Tiidus,, +372 588 532 28

Mari-Ann Lumeste,, +372 52 55 130



about Anna Sooväli’s fascinating journey from the class nerd to a cool rap-artist NoJik.

Moreover, Anna’s social life and the lives of her family members take rather unexpected turns. In total there are 10 episodes, each lasting 28 minutes. The first episode in Estonian aired on ETV on the 29th of October 2018 and in Russian on ETV+ on the 3rd of October 2018. For the second time the TV-series aired on ETV on the 30th of June 2019. The episodes are accessible from ETV’s website and from our project's website from HERE.

On the 12th of April 2019 "Why Not?!" also aired in Lithuania. 


on how to use produced study materials took place in Estonia in February and March of 2019. All in all, there were 6 trainings in Estonian and in Russian in Tallinn, Tartu and Jõhvi. More information about the Lihuanian trainings can be found here. 

In Lithuania the trainings took place in May of 2019. There were 3 trainings in Švenčionys, Vilnius and in Kaunas. More information about the Lihuanian trainings can be found here. 

In Iceland the trainings took place in spring 2019. There were 4 trainings in Akureyri and Reykjavik.

Study materials

for teachers, on how to talk about (gender) stereotypes to the students in different classes and in different age groups.

Study materials in Estonian, Russian, English, Icelandic, Polish and Lithuanian are freely accessible from the project’s website. Moreover, the materials in Estonian and Russian are also accessible from a digital study materials portal e-koolikott. 


Photo exhibition

on stereotypical beliefs travelled around Estonia in 2018 and 2019 with an aim to get youngsters to think about stereotypical beliefs and their impact on our society. It was made by Tallinn University.

The exhibition was opened at Tallinn University on 5th of December 2018. From there it moved to T1 Shopping Mall, to Tallinn University of Technology and to Arsenal Centre.


County visits

where we introduced the project to youngsters. All in all, there were 15 visits to Estonian counties in the end of 2018. Read more about the county visits from here.

Radio shows

where different equality topics and stereotypes are dealt with more broadly.

10 radio shows in Estonian aired on Vikerraadio on every second Tuesday at 10.05. The first radio show in Estonian “Ühisosa” aired on Vikerraadio on the 26th of October 2018. The radio shows are accessible on Vikerraadio’s webpage as well as on the project’s website.

Moreover, there are radio shows in Russian. First of these aired on the 6th of September 2018 on Radio 4 and since then the radio shows aired on every second Tuesday at 14.05. Radio shows are accessible on Radio 4's webpage.

Furthermore, there are radio shows in Icelandic in Iceland. The first radio show in Icelandic called 'Allskyns' aired on the 9th of May 2019. The Icelandic radio shows are accessible from here. Read more about the lcelandic radio shows from here.