With impactful data, new campaign highlights the importance of supporting women’s causes.
March 8th is marked by the celebration of International Women’s Day. This year, Nestl, through Chocolates Nestle and in partnership with Ogilvy, launches the “No candy today” campaign, challenging people to break the stereotypes associated with the date, when it is common to give women chocolates. The brand’s objective is to encourage the public to reflect on important issues that will make a difference in their lives, such as gender equity, employment opportunities and balanced working hours.
Check out the campaign below:
Currently, women in society earn 20.5% less than men and unemployment among them is 53.3% higher than that of men, according to IBGE data. According to the NGO Think Olga report, 86% of them are overwhelmed and 62% believe that the date has become just commercial. Based on questions like these, the “No candy today” campaign was designed.
Nestl reinforces its commitment to the cause, having several initiatives aimed at gender equality, in addition to 44% of leadership being held by women, with constant positive advances in recent years.
“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”, comments Ionah Kochen, Vice President of Marketing & Communications at Nestl.
With a focus on social media, the campaign includes a film published on the brand’s Instagram, with relevant data that indicates that it is necessary to do more than give candy on March 8th to celebrate female achievements, and that both men and women need to get involved, together, in the cause for equality. A team of 27 influencers also participates in the action on their Instagram profiles, bringing even more prominence to the topic. 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 creating something that goes beyond advertising, and that involves questioning social behavior on an extremely important date. After all, statistics are challenging”, highlights Valria Desideri, Content Creative Leader.
TECHNICAL SHEET:
Agency: Ogilvy Brasil
Cliente: Nestl Chocolates
Valeria Desideri – Content Lead
Giovana Camargo – Operations Manager
Stephanie Ramos – Copywriter
Fabrcia Ramos – Liquid Designer
Richara Eleuterio Strategist
Michelle Melo Community Manager
Juliana Bastos – Production Manager
PR Ogilvy Brasil: Raphaela Brito
Nestle
Content: Mariana Villela, Rafael Berenguer, Gustavo Aguiar
Marketing: Mariana Marcussi, Nathalie Glashan
Influence: Felipe Custdio
Producer: Hogarth
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