New vision through the gender lens: short film spotlighting the critical role of women in agriculture in the Pacific launches


The Pacific Community's Pacific Organic and Ethical Trade Community (POETCom) initiative, through the Building Prosperity for Women Producers, Processors and Women-owned Businesses through Organic Value Chains (BPWP) Project, premiers a short film today aimed at celebrating the significant role women play in agriculture, while also creating awareness on the importance of wearing a “gender lens” to spark gender equality.

The animated short film, entitled The Magic Lens tells the story of the Muas, a Pacific farming family where everyone plays an equally valuable role in securing their livelihood, but some are not recognised or supported in their contributions. 

Through the transformative journey of a Pacific family we want to show the power of inclusive representation and participation as well fair, or equitable, relationships in bringing positive change to our homes, the organic movement and broader societies,” said Flavia Ciribello, the Gender and Value Chains Advisor at POETCom. “To achieve this, we harnessed the profound art of storytelling, a medium deeply rooted in our Pacific Region.”

Though agriculture forms the backbone of countries and communities throughout the Pacific, women in the sector are often overshadowed by prevailing gender biases and norms, as well as structural inequalities.  The film aims to challenge deep-rooted stereotypes and transform perceptions about women's involvement in agriculture, emphasising their vital contribution that broadens and deepens the guiding principles of organics.

The premier will be held at the POETCom Training of Trainers for the Gender and Organic Value Chain Analysis Toolkit in Nadi, Fiji. Trainees are enhancing their capacity to conduct a gender and organic value chain analysis, as well as honing their skills as facilitators, enabling them to transfer their acquired knowledge to their national context.

The BPWP Project is funded by the Australian Government and implemented by the Pacific Community (SPC) through POETCom.

Watch The Magic Lens:

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