North East company behind major european gender and race equality campaign

Revolutionary e-learning resources developed in the region are launched to tackle prejudice in the workplace

An important pan European equality campaign aimed at improving the career choices open to young people has its roots right here in the North East.

The GERI (Gender Equality and Race Inclusion) Project devised to breakdown prejudice and inequality in the workplace has been partnered by Newcastle-based Indigo Multimedia in a joint effort to achieve the project's European and national objectives.

By actively challenging the outdated views that certain jobs can only be done well by those of a particular gender or ethnic background, the GERI Project aims to break down occupational stereotypes and create more career options for young people who would often be discouraged from applying for non-traditional roles.

Indigo Multimedia is responsible for developing a unique range of e-learning resources for The GERI Project, to be used by teachers, careers advisors and employers the length and breadth of the country to help generate discussion and increase understanding about these important subjects.

This is the first time that such innovative equality and diversity e-learning resources have been available.

As an original partner Indigo Multimedia began researching and developing a concept, which was to become The GERI Project, four years ago. After securing funding, promoting national debate and a lengthy product development process, February 2006 sees the company's hard work finally reach the marketplace as the innovative products - the first of their kind - are launched and the e-commerce site also developed by Indigo goes live.

"From the outset, we believed in what the initiative was aiming to achieve and became a partner" explains Indigo Multimedia Director Glen Burdis. "We felt that our skills could be utilised to bring the subject alive, developing interactive and thought-provoking learning resources that engage young people with equality issues."

As Glen points out, the scale of the project has escalated enormously in recent months, "Since we brought GERI to the attention of the careers guidance and educational sectors, demand has been huge. Teachers and careers advisors are crying out for quality resources to address diversity - they simply have not been available before."

He continued, "Research across the EU has demonstrated that occupational prejudice and stereotyping is universal so we are being asked to look at ways the material can be translated into other European languages."

Products include interactive DVD's in which actors play a series of diversity scenarios and viewers choose the outcome of a situation. A Role Models DVD includes 100 interviews with people working in non-traditional roles from female fire-fighters to male nurses. An innovative and fun online learning game has been developed and even the campaign's website is a useful diversity resource.

GERI Project Director John Flaherty commented, "Indigo has played a pivotal role in the success of the GERI campaign from the very beginning, working with us every step of the way to develop a range of diversity products that are not only easy to use and packed with information but are innovative and inspiring. They've taken the time to understand our user groups ensuring that the resources are flexible for a variety of applications. Feedback to date is superb, indicating that the products are responding effectively to the demands of the market."

The products, including the drama DVDs and interactive learning games were trialled with great success by staff at British Airways and local school children during a recent diversity conference held at the company's Heathrow headquarters.

www.geriproject.org 

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