MyPostcard and TERRE DES FEMMES for a world without gender discrimination

Berlin, 08.03.2024 – Equal rights for men and women are enshrined in Article 3 (2) of the German Basic Law. But even in 2024, Germany is still a long way from achieving equal rights and equality (1).

MyPostcard, Germany’s most successful postcard app, and TERRE DES FEMMES, a non-profit human rights organization that campaigns for the observance and implementation of women’s rights, are therefore using this year’s International Women’s Day as an opportunity for their fifth joint campaign. The aim is to draw attention to the unequal treatment of women, support their rights and bring about change. 

Glass ceiling and gender pay gap – hurdles on the career ladder

The fact that women are at a disadvantage compared to men on the labor market is not just an assumption, but has been proven in countless studies (2,3). It is not only networks, the glass ceiling and the gender pay gap that contribute to gender inequality at the top of the distribution of power and income. Gender stereotypes, i.e. the idea of what women and men are and should be like, also shape everyday life and the working environment.

Gender stereotypes – external and self-perception
Studies show that women who do not behave according to these stereotypes are usually judged negatively (4). A woman who expresses her feelings is seen as emotional or hysterical. A man, on the other hand, is perceived as passionate or honest. Men who are very committed at work are seen as able to work under pressure, whereas women are at best hard-working, but usually dogged. In the same situations, men and women are perceived differently. Negative attributes are attributed to women and positive ones to men (5).

“Equality must be more than just a principle – it is a daily reality that we must actively shape. On International Women’s Day, we remind ourselves that gender stereotypes still exist, but that we can resolutely drive change. Together with TERRE DES FEMMES, we want to fight for a world in which women are recognized for their strength and commitment without being judged by gender,” says Josipa Gelo, Senior Marketing Manager at MyPostcard.

“The goal of TERRE DES FEMMES is a gender equality based on partnership, a world in which all girls and women can live equally, self-determined and freely. This goal should already be implemented in kindergartens and schools. Educating boys and girls in the spirit of equality is the imperative of the 21st century in order to overcome traditional gender roles and discrimination, including violence against women,” says National Director Christa Stolle.

Role models and female empowerment
In this year’s “Women unite. Our moment is NOW” campaign, MyPostcard and TERRE DES FEMMES are calling for female empowerment. In the accompanying campaign video, women in management positions at corporations, NGOs and companies talk about adversities and challenges on the career ladder and how they have dealt with them. These strong women show that anything is possible and motivate other women to believe in their own abilities and to follow their own path unwaveringly.

International Women’s Day 2024 under the motto “Women unite. Our moment is NOW”
From March 8, 2024, postcards in the campaign design can be sent via MyPostcard for one month. For every postcard sent, MyPostcard will donate the proceeds to TERRE DES FEMMES and thus support the organization’s work for a self-determined, free and dignified life for all girls and women worldwide. The cooperation partners demand equal rights in all areas of life. At work, this means, among other things, equal pay and salary transparency, equal opportunities for promotion and, last but not least, a better work-life balance.


1: Kohaut, Susanne & Iris Möller (2022): Führungspositionen in Betrieben und Verwaltungen: Der Weg nach ganz oben bleibt Frauen oft versperrt.

2: Statistisches Bundesamt (2024): Gender Pay Gap

3: Albrecht, Clara & Rude, Britta (2022): Wo steht Deutschland 2022 bei der Gleichstellung der Geschlechter?

4: DearEmployee (2020): Interview: Wie Geschlechtsstereotype die Wahrnehmung beeinflussen

5: Edition F (2019): Sie ist hysterisch, er ist leidenschaftlich: Über die Doppelstandards im Arbeitsalltag


TERRE DES FEMMES – Menschenrechte für die Frau e.V. is a non-profit human rights organization that campaigns for a self-determined, equal and free life for girls and women worldwide. Through high-profile campaigns, publications, events, campaigns and lobbying, TERRE DES FEMMES raises public and political awareness of gender-based violence and discrimination. The association’s work focuses on the issues of female genital mutilation, domestic and sexualized violence, violence in the name of honour, trafficking in women and prostitution, equal rights and integration, as well as international cooperation. Further information can be found at

About MyPostcard

MyPostcard is Germany’s most successful postcard app and makes it possible to send personal photos as real printed postcards from anywhere via smartphone. With more than 70,000 designs, the company also has the world’s widest range of postcards, and offers audio and video cards in addition to postcards and greeting cards. MyPostcard takes charge of printing, and delivering the personalized postcards worldwide with the help of an international printing network. The company, based in Berlin and New York, was founded in 2014 by designer and serial entrepreneur Oliver Kray (CEO) and is now successfully operating in the e-commerce industry with over six million app downloads. Today, 35 employees work at the company. MyPostcard supports various social projects worldwide, including Amnesty International,, Terre des Femmes and in the past the #FreeDeniz campaign in cooperation with N24 / Axel Springer.

MyPostcard has a prestigious list of partners, including Deutsche Post, Haribo, adidas, Google and TUI. In the Financial Times ranking, MyPostcard is one of the Top 1000 Fastest Growing Companies in Europe. In the e-commerce sector, the company ranks 19th in Europe. MyPostcard has won the gold Stevie Award in the Company of the Year category, as well as the coveted Licensing International Award. The company also won this year’s German Innovation Award 2022 with the audio postcard. The MyPostcard app is available free of charge in the App Store (ranked 4.7 stars), Play Store (ranked 4.1 stars) as well as the Huawei App Store (5.0 stars). The app is currently available worldwide in eight languages.

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For more information or inquiries:

Maria Gomelskaia GmbH
Hohenzollerndamm 3
10717 Berlin
Tel: +030 – 403 64 54 25

Lilia Jäger-Köberl
Wilde & Partner Communications GmbH
Franziskanerstraße 14
81669 München
Tel: +49 89 17 91 90 – 592



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