O Boticário’s campaign has already been presented to Congress, which is discussing six bills. They seek to equalize the period of leave between men and women.
The Cannes Lions International Festival of Creativity has been awarding campaigns focused on social issues for some time now. Prejudice, inequality and climate are recurring causes. Advertising has the ability to raise awareness about changing behavior, but the festival has tightened its criteria and started to prioritize actions with the potential for sustainability and results. NGOs no longer win as many Lions.
“We don’t want to see brands doing philanthropy, we want to see brands making money by doing good,” said Simon Vicars, chief creative officer of Colenso BBDO, New Zealand, president of the Audio & Radio Lions jury, on June 17, during the presentation of the competition’s winners at Cannes Lions 2024.
With the campaign ‘5 days? Give a break’, AlmapBBDO not only won Bronze in Glass: The Lion for Change, the only one in Brazil in the category this year. The project created for O Boticário raises a pressing issue in society. Women have 120 days of maternity leave, but men only have five. “How long will we think that five days are enough?”, asks the brand in the film ‘Instinto paterno’, released on Father’s Day 2023. The scenes portray the first six days in the life of a father and his baby, inviting people to reflect on the role of men in raising children.
The project doesn’t stop there. Grupo Boticário intends to “continue strengthening this bond,” says Marcela De Masi, the company’s executive director of branding and communications, who is about to launch new campaigns. The next Father’s Day will be celebrated on August 11.
The continuity comes as a boost to authorities involved in changing the law that regulates the benefit. Appointed as president of the first Mixed Parliamentary Front for Paternity Leave in the National Congress, federal deputy Tabata Amaral (PSB-SP) is leading the initiative that seeks to update a rule that has been discussed for almost 40 years in Brazil.
“O Boticário’s campaign has already been presented to Congress, which is discussing six bills. They seek to equalize the period of leave for men and women,” comments Camilla Massari, VP of customer service and business at AlmapBBDO.
Read the full article in the edition of propmark of July 15, 2024
