I live in Brasilia but, for many years, I have spent carnival in Rio de Janeiro, in love with the Samba Schools parade. Since the inauguration of the sambadrome, also paying attention to the original social function of the place, I attend every year, almost always from the stands, the stage of the greatest show on Earth.
This year was different. My carnival schedule was modified by the possibility of being at the United Nations headquarters in New York, on Ash Wednesday morning.
With a heavy heart and not wanting to follow the carnival movement too much so as not to suffer, I left for New York on Carnival Tuesday. I was looking forward, not only to the trip, but to being at the UN building and also getting to know NYC.
Just before we landed, the pilot announced that it was snowing in NY. At almost 60 years old, I had never seen snow! Right away, the experience of seeing the plane’s wing with a layer of ice right after landing and going out in the snow to catch transport to the hotel was worth the trip. A world covered in snow appeared that I had never touched, felt on my skin, I didn’t know that it would later turn into hard ice, on the streets and flowerbeds. From this moment on, everything would mean a new and unique experience.
The invitation came from the Alliance without Steretypes, from UN Women – a movement that aims to raise awareness among advertisers, agencies and the advertising industry in general about the importance of eliminating stereotypes in advertising campaigns – it was strong enough for me not to be present at the sambadrome. Artplan, an agency where I have worked for 17 years, became a member agency of the Alliance during its Global Member Summit, which brings together a group of diverse leaders, with the common goal of achieving diversity, equity and inclusion in our industry , in the fight for a world without stereotypes and with equality and equity. It was also an invitation in recognition of all the work that has been carried out genuinely for a long time. After six years of creating the Diversity Committee, today my work expands to the companies of the Dreamers Group, carrying the lessons learned in diversity from Artplan’s time and from the Committee itself.
The Aliana Global Summit represented two days of great learning. Hearing global communication leaders talk about their experiences and actions against stereotypes was revealing, because we were aware that we are not behind anything that is being done around the world, whether in Africa, Asia or the Americas. Brazil has its place on the world stage on the topic of diversity, represented by projects and actions with transformative results.
My traveling companion, the wonderful Anne Passos, Diversity and Inclusion Project Manager at the Dreamers Group, arrived at the plenary session shortly after the event began. I always looked back waiting for her arrival, and when our eyes met, it was as if the hug began with the exchange of glances. There were long minutes of hugs and crying and we said to ourselves inside: we did it, we are two black Brazilian women representing our work at the UN. It meant a lot to us, our co-workers, friends and our families. I don’t know how to describe the size of so much representation and, there with me, was also an entire Diversity Committee from Artplan and the Dreamers Group.
There were around 250 guests, from different countries, participating in the event. We were able to learn about how to face resistance to combating stereotypes, the power of D&I in our business, models of change and impact, diversity and artificial intelligence, educational initiatives for the next generations, among other enriching debates. It was in these conversation forums that we felt we belonged to the diversity agenda, understanding that Brazil is not behind in understanding and disseminating good practices, despite the constant reflection of
so much so that we still need to move forward.
At the event, we saw in practice the use of the Aliana Stereotype Deconstruction Guide, which provides support tools in the development of narratives that empower and do not stereotype people, including the use of the 3Ps of non-stereotypical advertising Presence (who is being represented ), Perspective (Who is telling the story) and Personality (Depth of the Characters). Everything we saw at the Summit.
From then on, it was pure fun and laughter. NY proved to be welcoming, beautiful in snow, surprising in receptivity, diverse in its own advertising. We have not seen an advertising piece that did not represent in itself the diversity that we have in the formation of each and every society. Anne and I, as we walked around, continued learning, exchanging, keeping in mind the experience of a trip to such an immense city, in every sense. We will forever carry in our souls the days we lived and everything that we were able to see that was transformative that Aliana sem Esteretipos offers.
Meanwhile, carnival in Brazil has passed. I’m sure I didn’t miss anything, on the contrary. The winner of the parades was Viradouro, from my hometown Niteri (RJ), with a plot that evoked Dangb, the mythical snake worshiped in Africa. Samba asked for protection, the great snake, which has powers of regeneration, life, transformation and new beginnings. Arroboboi, Dangb!
* This text does not necessarily reflect the opinion of the vehicle/ Cover photo: Disclosure/ UN Women
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