This year, we leveraged this proposal with Her For She: women supporting women, a chain of nominations, recognition and sisterhood
The One Word Dictionary just released by BETC Havas and Hershey’s with definitions of the word sisterhood written by women. The idea came during the campaign creation process Her for She 2022, part of Hershey’s HerShe empowerment platform.
That’s when client and agency discovered that the term was not included in the main dictionaries of the Portuguese language.
“This year, we leveraged this proposal with Her For She: women supporting women, a chain of nominations, recognition and sisterhood. The ‘One Word Dictionary’ comes from the idea of expanding this concept and telling the meaning of the word ‘sororidade’ through the work of several talented women”, says Camila Ribeiro, Hershey’s marketing director for Latin America.
Katu Mirim, Ryane Leão, Kananda and Julia Pak are among the influencers, rappers, activists, scientists and film directors invited to prepare the limited edition, which will have 100 copies distributed among influencers across the country.
“May this be the beginning of a strong appeal for Brazilian dictionaries to update themselves on this and so many other needs”, says Anna Ferraz, head of production at BETC Havas.
The initiative has publicity on social media and YouTube.