Cannes Lions

Project 16%

FCB, Sao Paulo / ESTADAO / 2017

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Overview

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Credits

OVERVIEW

Description

We did a research and found out that 84% of all streets in São Paulo that honor people in their name refer to men.

So to try to change this number, we’ve created a website, in which people could vote and nominate women who deserve to be honored in São Paulo’s streets. We gathered a database with those Brazilian women and compiled it into a document. After that – on International Women’s Day - we hand held it to the politicians responsible for naming streets.

Execution

The 16% project was launched on January 25th, in São Paulo’s anniversary. Instead of celebrating it, we decided to give more information about gender disparity to the population and start a conversation about that. The project lasted 2 months, and received more than 300 suggestions of relevant Brazilian women who deserved to be honored in São Paulo’s streets.

On March 8th, International Women’s Day, the project has had its first part finished. We compiled the names suggestion into a document and hand held it to the politicians responsible for naming streets.

Outcome

- site traffic: +2,216MM access to website in 2 months only and +980k unique visitors (average 6,1 votes per person)

- Response rate: 20,72%

- More than 6 million votes on the website

- A document with over 300 women delivered at the City Council

- 55 council members, that means all São Paulo’s council members, were approached and received our document

- 3 bills presented at City Council by councilmembers Adriana Ramalho and Quito Formiga, proposing women names for public places in São Paulo. Those women names were suggested in our special newspaper edition.

And the most important result of all: people discussing about gender equality in social media.

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