PUBLICIS BRASIL, Sao Paulo / SANOFI AVENTIS / 2017
Women professionals are not represented like they deserve. At least not in Google. If you search for images of some professions using a male gender word the result is a gallery with men professionals doing their job great (example: fireman). But, if you search for the same profession using a female gender word, the result is a lot of vulgar woman in erotic clothes, depreciating the real image of them (example: firewomen). So, Dermacyd, the number one feminine wash brand in Brazil, decided to do something: at 2017 women’s day we launched a campaign revealing the real image of women. We asked some women to search for images of their professions on Google. After they be shocked, we invited them to make a book of photos in a way that they could be proud of and we spread those images on ooh and the whole idea in a digital video.
The images that google images had presented was, in most, vulgar women in sex appeal, Contrary to what appears when looking for men professionals. After this, we invited those women to do a photographic essay to show them in a way that they could feel proud of. We spread those images on ooh during the women’s day weekend in major cities of the country and the we also launched a digital video with the whole idea.
As we are talking about a message that is bigger than the brand we started a conversation with women of all over the country and we give a step forward for the brand image. By using the hashtag #EssaSouEu - that means #ThisIsMe – women of different parts of Brazil showed their support for the cause. The campaign made the news, on the women’s day major advertising and compartmental portals reported the campaign. And the most important, the women feel proud of being represented as they deserved, as we could see on Facebook comments in our fan page: 98% of positive recall. An important movement to change a behavior, to change the way society and even the Google represent women.
PUBLICIS BRASIL, Sao Paulo
2019, SANOFI AVENTIS