Hm.. I can't say I'm against this as a rule even though I don't believe it to be very effective.
Thing is, the roles of men and women are being taught to us on a very early age, most of it the parents are barely aware of that they teach their children.
For example, did you know that plenty of studies on this behaviour have shown that parents unconciously give poisitive and negative signs to their toddlers choices depending on their own norms, things such as the choice of toy or choice of colour when drawing?
And that boys would tend more towards violence than girls has nothing to do with biology, not until puberty anw. The body of a boy or girl are very similar up until that point in their lives.
Even though fairytales my have some nice lesson to tell they are still wrapped in morals and expectations from another time, like Cinderella: She works hard but that's not why she gets the prince, she get him because she is beautiful. Sure, her fairy godmother gave her a chance because cinderella is sucha good child, but this only ads to the sexist steriotype; be a good girl and cook and clean and if you are pretty on top of that, you can get married to a rich man, and this is her greates achievement... And guys: Get rich and then you can have your pick amongst all of the women in the world, it's not like they can say no, you have the money.
Hell, in comparison, teletubbies are better suited for teaching morals...
Actually I think it is good to do your best to get rid of gender roles, sure there are biological differences and there always will be, but in modern society we should be able to get past even thouse differences, humans are barely restrained otherwise to "the way of nature" so why would we stop there.
Men can carry children and women can theoretically (i'm not sure if this has been done though) impregnate other womens' eggs. This is science people, and we have it, and with it anything is possible.
The one thing I have a problem with is that these effots are just gonna disappear because you wont se 100% results from this now, it is a slow process, I doubt most of us will even be alive when it finally happens, but it is worth the effort so that one day in the future any one of any gender can make any choices in their life.
Todays norms are just as bad for women as for men, it is a deep rooted injustice towards everyone.
You might not think much about it but you just as much as I and almost every other living person in today's society are affected by these norms, and they restrain all of us, and they affect how we perceive the world and things like this.
I have prejudice towards stright and gay alike, towards men and women, black and white, and this is only because of prejudice society, unwillingly or not, have placed on me, and by being aware of it, you might be able to change some of them but probably not all of them, but most importantly you can see to it that as little prejudice as possible is place upon you child.