Name of campaign: FemRise: Evolving Tradition

Time period: 8–17 June 2026

Platforms: Facebook and Instagram

Description: The “FemRise: Evolving Tradition” campaign addressed the perception that feminism represents a threat to traditional values, particularly in Madeira, where gender equality can be portrayed as incompatible with family structures, cultural traditions, and religious beliefs. These narratives contribute to restrictive gender roles, social pressure on women to conform to traditional expectations, and resistance to feminist ideas among younger generations. Through relatable content based on concrete data, local cultural references, and emotionally engaging stories, the campaign sought to redefine feminism as a movement promoting respect, equality, freedom of choice, and healthy relationships, while recognising that traditions can evolve. Its key messages were that tradition and progress can coexist, feminism is about expanding options rather than rejecting tradition, everyone should be free to make life decisions without stigma or social pressure, and supporting future generations means respecting their right to build lives aligned with their own values and aspirations.

Results: The “FemRise: Evolving Tradition” campaign reached 6,891 people on Facebook and Instagram and generated 296 interactions. Qualitatively, the campaign raised awareness about gender equality by challenging stereotypes surrounding feminism and traditional values and encouraging reflection on women’s freedom of choice. The combination of relatable stories, local cultural references, visual content, and empowering messages helped create an accessible and positive narrative around feminism and demonstrated that conversations about gender equality can be framed in ways that resonate with local audiences.