Publish Date: Mar 04, 2025

#ForAllWomenAndGirls is a rallying call for action on the 30thanniversary of the Beijing Declaration and Platform for Action. Harmful stereotypes are one of the root causes of discrimination, abuse and violence in manifold areas, can lead to violations of a wide array of human rights and limit people’s full potential. When brands and advertisers challenge stereotypes, they challenge inequality. 

Rede Mulher Empreendedora (RME) is Brazil’s largest support platform for female entrepreneurship, impacting the livelihoods of over 12 million women in Brazil. We spoke to its founder, Ana Fontes about her vision for a future free from stereotypes and how RME’s initiatives are helping make that vision a reality for all women and girls. 

How can the advertising industry help to advance rights, equality and empowerment?
 

“In advertising and any industry, real change requires not just representation but also access to opportunities and decision-making power. There is still a long way to go for all women to be seen, heard, and valued equally.” Fontes says. 

The work still to do is what inspires Fontes and her organization, Rede Mulher Empreendedora and Instituto, to “break barriers and promote gender equity,” a mission shared with the Unstereotype Alliance and its mandate. RME have been an Unstereotype Alliance ally since 2021.

Fontes shared “We believe that it is necessary to encourage skills to strengthen the network of contact, integration and collaboration of women entrepreneurs in groups. We believe that collaborative networks strengthen women's personal development and the progress of their businesses.”

Real change requires not just representation but also access to opportunities and decision-making power.

- Ana Fontes, CEO Rede Mulher Empreendedora and Instituto RME

 

Going beyond access: building capacity 

Only 35% of business owners in Brazil are women, and 80% of women entrepreneurs start without skills in business planning and management. Fontes, a former advertising executive, became acutely aware of these knowledge gaps as she entered the world of entrepreneurship herself. After enrolling in business courses and applying for fellowships, Fontes wanted to find a way to not just improve access to this knowledge but build the capacity of budding women entrepreneurs. 

Rede Mulher Empreendedora and Instituto RME, has several initiatives which have driven significant transformations. Ela Pode has already impacted thousands of women through free training, and RME Acelera, which strengthens women-led businesses. Other programmes such as Potência Feminina focus on productive inclusion and diversity, creating real opportunities for women in vulnerable situations.

“Our focus is always on providing access, knowledge, and support networks so they can achieve autonomy and financial independence,” says Fontes.

A shared vision for ALL women and girls

Rede Mulher Empreendedora, under Fontes leadership is working towards a future free from stereotypes. She tells us why: “we believe that eradicating stereotypes is essential to building a fairer world where all women have equal opportunities. Together, we can transform narratives and create a real impact on society.”

Fontes shared her vision for such a future: “all women and girls can be who they truly are, without limitations imposed by gender. It means having the freedom to choose their careers, paths, and lives without fear of judgment or invisible barriers.”

“It is a future where opportunities are accessible to all, regardless of their background, race, or social status.”