The agency will launch an incubator for black creatives with the aim of promoting the inclusion of young people in the job market
VMLY&R is the newest member of the Brazil chapter of the UN Women’s Alliance without Stereotypes program.
As a member, the agency will launch an incubator for black creatives with the aim of promoting the inclusion of young people in the job market. The initiative is in line with the principles of the movement, which aims to make advertisers, agencies and the industry in general aware of the importance of eliminating stereotypes from communication as a whole.
I believe that advertising and the communication industry can only move forward in a sustainable way when a constant and true dialogue is established with civil society based on partnerships like this. The fight against machismo and misogyny is urgent. We will only be able to really take this to campaigns and to exchanges with customers if we hold hands with those who are at the forefront of the most organized discussions, said Valerya Borges, director of Diversity, Equity and Inclusion at VMLY&R for Latin America.
The black creativity incubator is scheduled to be launched in the first half of 2023 and is linked to the training plan created by Aliana itself, which aims to expand the possibilities for young professionals in the communication market and is being designed together with universities and other partners .
As one of the leading agencies in the market, our responsibility is to contribute effectively to increasing diversity in the sector and one of the ways we cooperate with this cause by investing in the training of professionals. Furthermore, it is also part of VMLY&R’s work to support clients and help break stereotypes in the campaigns developed for the brands that are part of the portfolio, said Rafael Pitanguy, CCO of VMLY&R.
AlianaSemEsteretipos, coordinated by UN Women, aims to promote gender equality in advertising, fighting stereotypes through reflections and joint actions with the main agents in the sector, based on data, campaigns, projects with civil society organizations and universities, training and knowledge production through guides and other materials.
“Aliana Sem Esteretipos in Brazil has a history of connection and practical solutions that support the marketing areas of advertising companies, which predominate in our membership. and behind the cameras helps us improve tools for the entire industry and complete another stage of this cycle of impact for advertising as a whole, said the manager of Aliana Sem Esteretipos in Brazil, Daniele Godoy, from UN Women.
Also according to Valerya Borges, to change the status quo, I need to fight stereotypes related to minority groups. I need to change from the inside out. I think that Aliana Sem Esteretipos touches the heart of advertising thinking, as one of its functions is to create imagination. She is not made to sell, she is made to arouse desire. Over the years, advertising realizes that it has a social role. We need to make those who are in the industry look at all this generational construction and review the point of view. I think that training is important to reprogram and sustain this change. So that when new people arrive in this industry, they already find an open dialogue, he added.
