Initiative aims to replace the Men Working signs with a more inclusive version, People working
Publicis Brasil, in collaboration with the Instituto Mulher em Construo, launched an initiative to signal the importance of making a change in civil construction.
With the aim of promoting a more egalitarian and welcoming work environment for everyone, the initiative consists of replacing the Men Working signs, which end up perpetuating stereotypes and validating prejudiced behaviors, with a more inclusive version, People Working.
“We believe it’s time to deconstruct these stereotypes, starting with a simple change, but one that transmits an important message to the market and society. In a sector that lacks specialized labor, the new signs demonstrate that this is a sector where all People are welcome and, more than that, necessary”, said Juliana Elia, VP of Strategy at Publicis Brasil.
In addition to the change in signage, the initiative also includes making the layout of the new signs available for download, encouraging construction companies, graphics and other companies in the segment to adopt the new signage and contribute to the deconstruction of stereotypes.
“We are changing not just the signs, but the reality of many women. an opportunity to combat inequality, prejudice and machismo on construction sites in Brazil and, with this, show that anyone can belong and contribute to this market” , highlighted Bia Kern, founder of the Institute.
The initiative also has an online petition, seeking support for the new signage to be established as a legal standard on construction sites across the country.
