In-depth article: From local engagement to international visibility - Karlovy Vary Region

The implementation of the WIN awareness-raising campaign in the Karlovy Vary region has been a diverse and evolving process, combining different formats of engagement and reaching a wide range of target groups. From smaller, more intimate events to large public job fairs and international conferences, each activity contributed to building awareness and opening discussions on the position of women in the labour market. Alongside these activities, the campaign was regularly supported by online communication, including consistent social media posts and biannual articles published in our magazine Leader, further strengthening the visibility of the project and its messages.

One of the key moments of the campaign was the inspirational meeting for female entrepreneurs organised on the occasion of International Women’s Day, which created a safe and supportive space for women to share their experiences, challenges, and ambitions. The strong interest in the event, together with positive feedback, confirmed how important it is to create opportunities where women can openly discuss topics such as career development, entrepreneurship, and self-confidence.

A particularly successful and impactful part of the campaign was the Alfa Women Festival, which brought together different target groups through a series of tailored discussions and workshops. The festival exceeded expectations in terms of participation and engagement, clearly demonstrating a strong demand for activities that combine inspiration with practical support. One of the participants was particularly inspired by the presentation of the organisation Business Women without Borders and decided to take a concrete step towards her long-held ambition of starting her own business by joining the network. As she reflected after the event: “I’ve been thinking about starting my own business for a long time, but this was the first time I felt I actually could. Seeing other women who have already taken that step gave me the confidence to finally do it.” Experiences like this highlight the tangible impact of the campaign and were also reflected in the growth of the organisation’s membership following the event.

Another important element of the campaign was direct face-to-face engagement during job fairs, where we were able to reach a large number of people within a short period of time. These interactions created space for open dialogue rather than one-way communication. Visitors actively engaged in conversations about barriers, stereotypes, and inequalities in the labour market, while discussions with employers added an important perspective, as they are key actors who can directly influence workplace conditions. A particularly strong interest was observed among young people, who were highly engaged in discussions about their future educational choices and career paths. These interactions highlighted the importance of addressing topics such as gender equality and equal opportunities at an early stage, when young people are making decisions that will shape their professional trajectories.

The campaign also extended beyond the regional level through participation in the prestigious Equal Pay Day conference in Prague, one of the most prominent international events focused on gender equality, equal pay, and women’s empowerment. This high-profile platform brought together a diverse audience of professionals, experts, and stakeholders from across Europe and beyond, creating a unique opportunity to present the project in a broader international context. Being part of such a recognised and well-attended conference significantly enhanced the visibility of the project and reinforced the relevance of its key topics at both national and European levels. It also enabled us to connect the project’s activities with ongoing international discussions on labour market inequalities, social innovation, and inclusive policies, confirming that the challenges addressed by the WIN project are widely shared and highly relevant across different regions and sectors.

Overall, one of the main insights from the campaign is that personal interaction remains one of the most effective tools for awareness-raising. While communication through media and online channels plays an important supporting role, it is the direct exchange of experiences and open conversations that create the strongest impact. At the same time, the combination of smaller, targeted activities and larger events proved to be highly effective in balancing depth of engagement with wider outreach.

The experience gained throughout the campaign clearly demonstrates that raising awareness about gender equality, equal pay, and the challenges women face in the labour market requires both strategic communication and authentic human connection. Building on these results, further activities are being prepared, including an awareness-raising video in Czech, which will help ensure that the project’s key messages remain accessible and relevant even beyond the project’s duration.