e Know How project was also able to count on a formidable ally in the form of the regional daily Östersunds Posten, communicator as well as participant in the project. e newspaper, with a staff of 90, also launched a drive for equality in 2002. ere were two aspects to this: “Internally, we organised a twoday seminar for managers, subsequently extended to include the rest of the staff”, explains Viktoria Winberg, marketing manager. “is led to the drawing up of a similar plan to the one at Husqvarna or Jonsson & Paulsson, with perhaps in addition a policy of balanced recruitment and a more clearly stated promotion of women. Externally, every year we organised an anti-sexist competition in companies and then at 15 primary schools.” Elina Olofsson, head of the news department, adds: “We also publish a lot of articles and special reports on gender issues and seek to ensure a good gender balance in our editorial policy. In this respect, we carried out a quantitative and qualitative survey of the place awarded to men and women in our texts, photos and in the sports columns.” e next stage? “To relaunch an internal procedure – we need a booster this autumn! – and extend this to the other regional newspaper, the Länstidningen, which has been bought by the Posten.” To merit this genuine quality label, the participating company or administration must: -set up an internal working group on equality, -analyse its gender situation (working atmosphere, wages, work and parenting, any sexual harassment or discrimination, recruitment policy, etc.),-set quantifiable targets,adopt the measures and methods needed to achieve equality (How?),-draw up a timetable (When?),allocate responsibilities (Who?),assess availability and skills (of employees, of other participants), -foresee external actions (How to influence others? Disseminating know-how, etc.).
Na dveh ravneh: »Na interni ravni smo organizirali dvodnevni seminar za vodstveno osebje, ki smo ga pozneje ponovili za ostale zaposlene,« pripoveduje Viktoria Winberg, direktorica trženja. »Rezultat naših prizadevanj je bil podoben načrt, kot je bil tisti, ki so ga izdelali v Husqvarni in pri Jonsson & Paulsson, naša dodana vrednost je bila politika uravnoteženega zaposlovanja in jasneje oblikovana politika spodbujanja žensk. Na zunanji ravni smo vsako leto organizirali natečaj na temo boja proti predsodkom na podlagi spola, najprej v podjetjih, potem še v petih osnovnih šolah. Elina Olofsson, vodja oddelka za novice, doda: »Objavljamo tudi veliko člankov in dosjejev o vprašanju spolov. V okviru uredniške politike pazimo tudi na enakopravnost zastopanost moških in žensk … V ta namen smo izvedli tudi kvantitativno in kvalitativno oceno prisotnosti moških in žensk v besedilih, na fotografijah, v športni rubriki …« Naslednja faza? »Znova bomo začeli interni postopek - letošnjo jesen je na vrsti ponovno cepljenje! – in ga razširili še na drugi regionalni dnevnik, Länstidningen, ki ga je Posten kupil.« Ali je izvajanje »načrta za enakost spolov« lažje v »intelektualnem« podjetju, kot je časopisna hiša, kot pa v industrijskem podjetju, z bolj »manualno« dejavnostjo? »Nikakor ne,« brez pomisleka odgovorita Syvonne et Annica. »V projekt »Know How« se je vključilo približno šestdeset podjetij in uprav; razlik nismo opazili.« Viktoria pa v šali doda: »V našem oddelku za trženje smo res naleteli na večji odpor: treba pa je povedati da je med zaposlenimi veliko nekdanjih nogometašev!«