Advertising market size (US$): 42.90 billion  

Launch date: February 2019    

Strategic priorities: Addressing unrealistic beauty standards, objectification of women in content, and a focus on the lack of representation and portrayals of Afro-ethnic women in media.

Strategic industry events: Effie Awards, WFA Latam   

Champions: Grupo Boticário, Grupo Pao de Acuçar (GPA), IPG Mediabrands, Mastercard, Unilever, Natura CO, WPP

Members: VMLY&R (WPP)

Allies: ABA, IAB, Rede Mulher Empreendedora

Milestones

Launches Universities project to bridge the opportunity gap for young female professionals 

In 2023, the Brazil National Chapter launched a Universities Project under its Changes in Society and Industry workstream, focused on education and employability. The initiative aimed to engage female students in the creative sector, where women's representation in Brazilian advertising is notably low. With support from the Federal and Catholic Universities of Pernambuco, training was provided to 15 final-year advertising students from an under-resourced region. The program included modules on creative design, advertising without stereotypes, and portfolio development. Students also met with Gabriela Rodrigues, Vice President of Impact at SOKO, and received support from partners like the Innovation School, Cesar School, Shoot, and VML. 

 

3Ps Training Sessions 

In 2024, the Brazil chapter conducted several 3Ps training sessions to combat stereotypes in communication for teams at ASSAÍ (self-service wholesale) and ARTPLAN (advertising agency). The training included an overview of gender, race, LGBTQIAP+, children, mature people, and disability representation in Brazil, followed by an interactive session where participants analyzed real-world cases using the 3Ps methodology. ASSAÍ’s team was divided into six sessions, training over 120 professionals across external, internal communications, marketing, branding, and press. ARTPLAN held two sessions with more than 160 participants from creative, planning, production, media, and HR. Since its inception, the Brazil National Chapter has trained over 1,000 employees from member companies. 

Raising industry awareness in the Brazilian advertising industry 

  • In March 2024, the Brazil chapter participated in Natura CO’s Women's Month event at their headquarters, where Daniele Godoy, UN Women’s Private Sector Relationship Manager and Brazil’s Unstereotype Alliance coordinator, shared tools to combat stereotypes from the Global Member Summit in New York. 
  • In May 2024, the chapter joined the Planning Group Conference in São Paulo, where consultants Isabel Aquino and Manoela Pagotto presented representation data and discussed how Account Planning can foster stereotype-free campaigns. 
  • The chapter also attended the Diversa Festival, organized by VML, aimed at fostering inclusion and a sense of belonging among employees.

Content masterclass

In April 2019, the National Chapter hosted a content masterclass on diversity and inclusion and held a workshop to discuss women's empowerment principles.

Learn more

  • The WPP Stream Unconference: In May 2019, in collaboration with Unilever and WPP (two of the Chapter's six champions), the Brazil National Chapter presented at the 2019 WPP Stream Unconference event. 
  • FIFA Women's World Cup: During the 2019 FIFA Women’s World Cup, Grupo Boticário launched a campaign granting all its employees time off to watch the Brazil women’s national team’s games. This campaign, conceived to give the women's team the same enthusiastic support and visibility as the men's team, was named ‘Com voce eu jogo melhor’.  
  • Complete the membership form to enquire about joining the Brazil National Chapter
  • Learn more about UN Women Brazil.