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Reimagining a radically Inclusive Society through Gamified Exploration
Shaping and Co-creating a New Normal, where all Humans are Represented and Celebrated



Come together with mad people to share experiences and perspectives, laying the foundation for a data gathering that fuses personal stories and narratives with the power of numbers. 

When: 30th of June, 1PM-3PM Universal time (UTC) Where: A MAD (zoom) bubble

Register: Drop us a line at hi@MAD.Group before the 17th of June. 




Low Poly Mountains



This project and Expedition will use the modern art of video games as a tool for empowerment and to promote equality for women, men, non-binary persons and LGBTQ+ people. The project will adapt and expand on the existing To be a Woman anti-discrimination game . The online art and advocacy game provides agents of change with an interactive human rights based tool to inform, educate and engage youth in the creation of an inclusive, anti-discrimination narrative - promoting inclusive societies (SDG 16), gender equality (SDG 5) and making human settlements inclusive and safe (SDG 11). 

The Expedition will evolve through 4 main phases:







Why: We won't solve today's challenges with the same mindset that created them. This is as true for unlocking our own inner dormant pioneer, as for tackling the toughest societal problems of our time. To address the global challenges ahead, we need everyone at their best.

Recognizing we still face challenges affecting the equal opportunities and rights of citizen, with the 2B= (to be equal) Expedition and Game, we focus on the root causes of stereotypes, patriarchal attitudes, and deeply rooted systemic gaps. This project addresses intersectional discrimination where one’s gender identity is combined with other grounds - to promote equality among LGBTQ+ individuals, internally displaced persons and refugees, and national minority groups; ultimately seeking to improve the enjoyment of rights to freedom of movement and expression. This project departs from a Ukrainian context and grass root movement, in collaboration with MAD Pioneers from diverse disciplines and sectors across the world. 



What: To combat the inequalities, we embark on a MAD Expedition of developing a Game and Workshop Methodology to: 

  1. Raise awareness amongst youth and citizens by addressing examples of discrimination on ground of sexual orientation or gender identity, and by making gender diversity in Ukraine more visible. 

  2. Provide a vehicle for our target group of change agents to increase awareness of Human Rights, Democratic core principles and Freedom of Expression. The target group includes Ukrainian youth groups as well as international organizations and cooperations. 

  3. Provide a platform and space for anyone to explore and develop one’s own narrative and voice as an Active Citizen. 

Collectively all stakeholders in the project will be contributing to a reimagined inclusive society through gamified exploring - the shaping and co-creation of a New Normal, where all humans are represented and celebrated. 



As a global community of change agents committed to Making A Difference we are coming together to catalyze a Self- and Collective Leadership movement. We recognize that the current main stream narrative - seeking instant gratifications, quick gains and viewing the world as a zero sum game where if I win, then you loose - is one of the strongest sources and engines of the challenges we face.


Thus, taking the responsibility to explore and co-create new paradigms and narratives is the foundation for the transformational leadership required to rewrite our story and open a new prosperous chapter ahead. Regardless if we are looking at the self leadership needed to navigate the quest of realizing ones personal dreams and vision - or reimagining our collective shared leadership to shape new societal systems. These layers are not just connected, they are inseparable: Humans where the ones who built and continues to make up society - and as such, we are also uniquely equipped to change it. A challenge and unprecedented opportunity that lies with all of us. To be the change we want to see. 

Meet the MAD Pioneer & Co-Expedition Leader

for the development of 2B=


1: Research & Data Collection

Collect data on intersectional discrimination through a MAD Virtual Bonfire, Desktop research, as well as Meetings with target group representatives. 


Adapt and expand content based on the already existing To be a Woman board game, enhanced based on collected stories and data. 


Develop the workshop methodology for combating intersectional discrimination, Produce bilingual workshop materials, and train workshops Facilitators. 


Host presentations on combating discrimination, Launch Advocacy media campaign, and present the final Project/Expedition results. 

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Radnyk is the flagship programme of Stabilization Support Services (SSS), an NGO that endeavours to build the capacity to address the consequences of conflict while ensuring that human rights, gender equality and the protection of vulnerable persons are upheld. Radnyk is based in Ukraine. More info: Radnyk

This project is funded by the Swedish Institute (SI), as a part of their Creative Force program. The Swedish Institute is a public agency that promotes interest and trust in Sweden around the world. We work in the fields of culture, education, science and business to strengthen international relations and development. More info:SI

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