Description
On this year's International Women's Day, Publicis Brazil, in collaboration with the Women in Construction Institute, launches an initiative to signal a significant shift in the construction industry. Currently, with one in ten construction workers being a woman, and this number steadily rising, the historically male-dominated sector is undergoing a transformation.
With the goal of promoting a more equal and inclusive work environment, the initiative involves replacing the "Men at Work" signs, which perpetuate gender bias and validate prejudiced behaviors, with a more inclusive version: "People at Work."
"We believe it's time to deconstruct those stereotypes, starting with a simple change that sends an important message to the market and society," says Juliana Elia, VP of Strategy at Publicis Brazil. "In an industry lacking skilled labor, the new signs demonstrate that this is a sector where everyone is not only welcome but also necessary," she adds.
The “Women in Construction” Institute plays a crucial role in empowering and including women in the construction industry workforce. Since 2006, the Brazilian organization has offered courses, training, and qualification workshops that have directly empowered over 6,000 women and indirectly impacted 60,000 women in peripheral situations, providing a new perspective on work and helping to transform the sector.
In addition to the signage change, the initiative includes providing the layout of the new signs for download, encouraging construction companies, printing businesses, and other industry entities to adopt the new signage and contribute to the deconstruction of stereotypes.
"We are changing not only the signs but the reality for many women," emphasizes Bia Kern, founder of the Institute. "It's an opportunity to fight against inequality, prejudice, and sexism on construction sites in Brazil and show that anyone can belong to and contribute to this industry."
The initiative also features an online petition, seeking support to establish the new signage as a legal standard on construction sites nationwide. Interested individuals can sign the petition by clicking on the link https://bit.ly/pessoastrabalhando and access the project's official website at www.pessoastrabalhando.com.br
This professional campaign titled 'People at work' was published in Brazil in March, 2024. It was created for the brand: Women in Construction Institute, by ad agency: Publicis Brazil. This Integrated medium campaign is related to the Industrial, Agriculture industry and contains 1 media asset. It was submitted about 2 months ago.
Credits
AGENCY: PUBLICIS BRAZIL
TITLE: People At Work
PRODUCT: Institutional
CLIENT: Women in Construction Institute
CEO: Eduardo Lorenzi
CCO: Mauro Ramalho
COO: Gabriela Borges
VP OF STRATEGY: Juliana Elia
VP OF MEDIA: Maurício Almeida
EXECUTIVE CREATIVE DIRECTOR: Fabio Astolpho and Dani Ribeiro.
CREATIVE DIRECTORS: Luís Figueiredo and Augusto Coelho
ASSOCIATE CREATIVE DIRECTORS: Ricardo Sarno, Vitor Medrado
MEDIA: Aline Brazolotto
BUSINESS: Ana Torrens, Tassiana Ferrari
PROJECT MANAGEMENT: Maria Fernanda Laudisio, Nadia Mathias, Matheus Reis
B.I.: Andreza Cardoso and Tatiane Santana
HEAD OF PRODUCTION: Renata Sayão and Valéria Andrighetti
RTV: Leo Alves, Edivania Coimbra, Eluciele Nascimento, Welton Nogueira
GRAPHIC PRODUCTION: Edu Bueno, Emerson Russo
GRAPHICS: Zoom Imagem
PR PUBLICIS GROUPE: Leonardo Araújo
PR AGENCY: AND,ALL
INFLUENCER MANAGEMENT: BR Media Group
PHOTOS: Chay Paes
EDITING: Felipe Pereira Harry
AUDIO PRODUCTION
SOUND PRODUCTION COMPANY: Liquo Audio
MUSICAL PRODUCER: Liquo Audio Team
NARRATOR: Elô Vasconcellos
CUSTOMER SERVICE: Carol Vadasz
PHOTO PRODUCTION
PHOTOGRAPHER: Chay Paes
CLIENT APPROVAL: Bia Kern, Camila Alhadeff, Marília Freitas