With the aim of integrating the voice of women and promoting the resonance that makes it possible for their experiences and perspectives to be heard in traditionally male spaces, such as politics, sports and certain areas of the job market, the Avon Institute has just launched the campaign “Voice of All”.
The action, prepared by Wunderman Thompson Brazil, is part of the period of the 21 Days of Activism for the End of Violence Against Women, an initiative globally encouraged by the United Nations and which in Brazil takes place between November 20th and September 10th. December. Ângela, Avon Institute’s virtual assistant, will lead the digital programming of content on the social networks of Avon’s social arm, raising awareness and sharing information about women’s performance in different spheres of society.
Daniela Grelin, executive director of Instituto Avon, explains:
“We need to make visible the places of Brazilian women, whether historically or today. We have a lot to say and share with society and we need to be recognized for that. After all, nothing about us should be decided without us. This is one of the reasons that makes our “Voz de Todos” campaign so special, after all, this year it will be led by Ângela, our virtual assistant who acts as a support network for girls and women in situations of domestic violence. She will use her own voice, which was created in this campaign through the donation of the voices of more than 400 women who, together, decided to make a difference. Over the 21 days, it will be her voice that will encourage society to listen to women, rather than trying to speak for and for them.”
Keka Morelle, CCO of Wunderman Thompson Brasil, says:
“Angela has always helped women in vulnerable situations. Building a voice so that it can raise important issues and occupy spaces is the next step for this help to extend even further. And as Angela herself says, you are not alone in the fight against violence.”
Understand how the donation and capture of voices was made
The “Voz de Todos” campaign gained special contours for the creation of Angela’s voice. Society in general, as well as Avon Beauty Representatives, consumers, collaborators, partners and followers of the Avon and Avon Institute, were invited to donate their voices on a landing page created specifically for the action: www.vozdetodas.com.br . When accessing the page, they had the option of choosing one of four stories of inspiring women, who, faced with prejudice and exclusion, did not stop talking and transforming their realities and inspiring them with their examples.
Maria Lenk, the first South American woman to participate in an Olympics; Maria Augusta Estrella, the first Brazilian woman to graduate in medicine; Esperança Garcia, an enslaved black woman, considered the first woman lawyer in Piauí; and Miss Albee, the first Avon beauty representative, were the representatives of the action that will create the collective voice of the Avon Institute’s virtual assistant.
The official launch of the virtual assistant’s voice takes place on November 30, on the Avon Institute’s social networks. The campaign also relies on the reinforcement of publicity by the signatory companies of the Business Coalition that join the Avon Institute to replicate the campaign in their own channels and propagate this very important message.
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