Eliminate gender stereotyping in the media 107. Governments and non-governmental organizations should encourage a more positive presentation of women in the mass media, through studies, awareness campaigns, promoting the development of codes of conduct and other forms of self-regulation by media institutions, including advertising associations and others. National machineries should promote measures towards a more positive image of women. Encouragement should be given to target messages about gender equality. The diverse and changing social and economic roles of women in society should be accurately portrayed in terms of society at large and for young people. K. Promote action to develop the mutual responsibility of women and men to achieve equality 108. Actions to develop mutual responsibility should be found throughout the strategic objectives, but there should be special measures to encourage the specific strategic objective by targeting men and women and encouraging partnership on an equal basis. Actions can be taken by Governments through public programmes, including education, by non-governmental organizations through campaigns, advocacy and training, and by international institutions through research, information dissemination and gender-sensitive programmes. They should inspire a new generation of women and men working together for equality. Encourage sharing of family and other responsibilities 109. Actions should include measures to support couples and parents in reconciling their family and unpaid work responsibilities. These can include measures to provide for recognition of mutual and equal responsibility in law, promotion of flexible working environments, and promotion of technologies which facilitate the sharing and reduce the burden of domestic chores. They should promote a climate of opinion conducive to addressing the needs of workers with family responsibilities, including changing attitudes and practices of employers, Governments and trade unions to support workers with family responsibilities, including those from different cultural and socio-economic groups. Affirmative action policies should be promoted that assist in counteracting negative aspects of the impact of women’s family responsibilities on their roles in the public sphere. They should promote the benefits for men of improved relationships and greater satisfaction through increased responsibility for family matters. Improve communication between women and men 110. Governments should introduce family-life education and education for selfreliance at all levels. Non-governmental organizations should develop campaigns to raise awareness about mutual responsibility and improved sensitivity to gender-equality issues, especially among young people. V. FINANCIAL ARRANGEMENTS 111. Based on an analysis of the probable content of section IV, financial arrangements should address the strategic objectives contained in the Platform for Action. The Conference should lead to a clear commitment by Governments and the international community to allocate funds required to undertake the -52-