Brand praised for using its influence to challenge gender stereotypes and drive social change.
The advertising campaigns of Nature #MeuPaiPresente and #CoragemdeMulher were recognized by Aliana Sem Esteretipos, a global movement of HIM Women work together with advertisers, agencies and the communications and marketing market to combat stereotypes related to gender, race, ethnicity, religion, sexual orientation, people with disabilities, body diversity and masculinity in advertising actions.
The recognition took place in New York, during the last Global Member Summit. The annual event brought together, on February 14th and 15th, around 240 advertisers, agencies, media platforms, industry bodies, UN agencies and universities from more than 15 countries with the aim of driving progress in the sector, sharing ideas , experiences and practical tools for developing inclusive campaigns that are free from standards considered harmful to society. The brand’s campaigns were displayed at the event, alongside other international cases, as examples of projects that promote positive and sustainable social transformations.
For Tatiana Ponce, CMO and head of Research and Development at Natura, advertising can be a powerful tool in building a more fair, respectful and inclusive society when it decides to prioritize topics such as diversity and equity.
Companies and communication and marketing professionals can and should go beyond promoting products and services, using their power of influence on a large scale through advertising to provoke debates, changes in harmful perspectives and deconstruction of prejudices, standards and stereotypes, said the executive.
In the #MeuPaiPresente campaign, created for Father’s Day by GALERIA. ag, Natura highlighted a more contemporary relationship between fathers and sons, in which fatherhood and masculinity can be lighter, more affectionate and more sensitive. In #CoragemdeMulher, the brand and agency sought to inspire women to free themselves from standards and occupy the spaces they desire in society.
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