“Work is a man’s place”, “Women can’t paint” and “Women don’t have physical strength”. With these phrases, Coral starts, this week, its campaign “Coral Mulheres na Cor” which shows that works, like any other place, are also spaces for women. Broadcast in the digital environment, the film, made in partnership with the VMLY&R agency, tells the real stories of some residents of the Jardim Colombo community, in the Paraisopólis complex, who are part of Coral’s training program designed to make them professional painters and encourage representation. in the business market.
AkzoNobel’s initiative, through its Coral brand, had the support of major partners, providing women with a painting course of more than 200 hours at SENAI, specialization in special effects at Academia Coral, scholarships, transportation , food, uniform, manual and electric tools and Personal Protective Equipment (PPE). The action, which has the tagline #RenewComElaswants to help positively transform indices such as: “Unemployment rate among women is 55% higher than that of men” (Source: IBGE/2022) and “Women earn 19% less than men” (Source: IBRE/FGV 2021).
Juliana Zaponi, Brand and Color Communications Manager for AkzoNobel’s Latin American Decorative Paints division, said:
“The project, which was only possible with our partners, selected residents of the Jardim Colombo neighborhood, part of the Paraisópolis complex, in São Paulo. He intends to change the history of these women through training, while encouraging greater female representation in this area of painting, which is still primarily male.”
With two minutes and thirty seconds, the film tells the story of real women, such as Júlia dos Santos and Ana Paula Laurindo, students graduated from the first class of the program, who faced challenges and obstacles and achieved their goals. In a testimonial way, the production shows how the project transformed the reality of these and other women and formed them as professional painters.
Check out Coral’s full movie below:
In addition to the film, the campaign extended the options of the Páginas Coloridas platform, a service that connects painters to potential clients, with the Renove Com Elas session, which invites society to hire women for painting jobs. Through the address, dedicated exclusively to the female market, it is possible to find professionals nearby in São Paulo, request a quote and close painting deals.
André Barreiros, Creative Director at VMLY&R, said:
“More than a job, it was a unique experience to honor the successful union between the brand, program partners and these women. There is nothing more inspiring for creation than seeing in the eyes of new professionals and their families the prospect of a future full of colors and possibilities. We have a lot to thank Coral for being a part of this and conceiving together a courageous, real and refreshing campaign.”
To encourage female representation in the area, AkzoNobel, through its Coral brand, sought out companies that share its purpose of being an agent of inclusion and social transformation through sustainability. SENAI-SP, National Service for Industrial Learning, one of the five largest professional education complexes in the world and the largest in Latin America, is the program’s teaching partner. The financial partners are Bazar das Tintas, CASACOR, Dow, Oxiteno, Tintas MC and WACKER. The tool partners are Condor and Vonder, and the employability partners are Atala Engenharia and Abrapp. The NGO Fazendinhando is the partner for the relationship with the participants.
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