Created by Ogilvy, the piece proposes a reflection on what really matters to female audiences, such as gender equity
Nestl, through Nestl Chocolates, decided to propose a reflection on International Women’s Day, celebrated this Friday (8), with the campaign “Don’t give candy today”.
Created by Ogilvy, the communication aims to encourage the public to reflect on important issues that will make a difference in women’s lives, such as gender equality, employment opportunities and balanced working hours.
The campaign was designed based on data presented by IBGE, which showed that women in society earn 20.5% less than men and unemployment among them is 53.3% higher than that of men. Furthermore, a report from the NGO Think Olga also pointed out that 86% of women are overwhelmed and 62% believe that the date has become just commercial.
“Diversity and inclusion are fundamental values for Nestl, reflected in the company’s daily operations. Therefore, on this International Women’s Day, we seek to increase the visibility of the struggles necessary to build a more equal world for women. They face challenges and dedicate themselves tirelessly, and it is essential to recognize and support their personal and professional efforts”, said Ionah Kochen, vice president of marketing & communications at Nestl.
Focusing on social media, the campaign includes a film published on the brand’s Instagram in addition to a team of 27 influencers who participate in the action on their profiles. On the streets of So Paulo, OOH media pieces will be positioned at strategic points in the city, inviting reflection.
“The reflective invitation has an impact on the brand itself. The idea of not giving women a candy on the 8th communicates a commitment to equity and working to change this scenario. For us at Ogilvy, this partnership and conviction are fundamental to to create something that goes beyond advertising, and that involves questioning social behavior on an extremely important date. After all, statistics are challenging”, added Valria Desideri, content creative leader at the agency.
