The Communications Lab (Comms Lab) is EIGE’s approach to advancing gender equality through effective communication. The Lab helps us to respond to a rapidly evolving communication landscape — one marked by both progress and backlash, including anti-gender disinformation.
A Lab approach for evidence-based communication
At the heart of the Comms Lab is an experimental and evidence-based approach to communication. The Lab uses tools such as social listening, audience segmentation, message testing and real-world insights to understand what works—and why.
The Lab places a strong emphasis on narratives: aiming to help EIGE and our stakeholders set proactive, positive narratives on gender equality, while also equipping us to recognise, understand, and counter backlash and anti-gender messaging.
A platform for exchange and continued learning
The Comms Lab is a collaborative platform for ongoing exchange, learning, and experimentation. Through workshops, webinars, and joint activities, the Lab brings together diverse voices to share experiences, test new approaches, and build collective knowledge for effective gender equality communication. These exchanges power EIGE’s own strategies and generate actionable insights for partners across Europe.
First thematic focus: Violence against women
Between 2023 and 2025, the Comms Lab tackled one of the most urgent challenges in gender equality: how to communicate effectively about violence against women. Drawing on evidence, expert input, and peer learning, we developed a practical workbook to help communicators craft impactful, values-led messages and respond to gendered disinformation.
This resource is the result of our pilot phase, designed for immediate use by practitioners across Europe. Feel free to download it, explore the exercises at your own pace, and save your progress as you go.
You can also follow our webinar on 4 November, which will bring together experts on gender-based violence and young influential voices to share insights on how to effectively communicate on this critical topic.
Next chapter: Communicating care and family
Building on this foundation, the Lab is now turning its attention to a new thematic focus: care and family. This next phase explores how to communicate about care responsibilities and family in ways that foster inclusion, avoid reinforcing stereotypes, and anticipate potential pushback or anti-gender narratives.
The Lab will continue to refine its methodology, drawing on behavioural science, social listening, and campaign analysis to ensure its recommendations are robust and relevant.