The Body Shop (natura & co) launches the “Dream Big” Christmas campaign, focusing on gender equity in the professional field, focusing on the issue. In Brazil, data from Plan International Brazil, an organization that advocates for the rights of children and adolescents, focused on promoting gender equality, reveals that the gender pay gap in the same position in various areas of occupation is 23.9% and women hold only 37% of leadership positions in the country.
The Body Shop campaign encourages girls and women to dream big – and look for whatever they want and how they want to be – encouraging them to reach their full potential. The main initiative is the reversal of part of the value of sales in all brand stores in Brazil and worldwide, carried out during the campaign period – between November 7 and December 25 -, for education and leadership projects for girls in Brazil and Indonesia.
Nationally, the funding will be directed to the “Girls ‘Leadership School”, developed by the non-governmental organization Plan International, which supports girls’ development for the prevention of gender-based violence, developing life skills, rights knowledge and encouragement citizen participation in their social contexts. Weekly meetings facilitated by educators, as well as visits to spaces such as the Legislative Assembly, the Public Prosecution Service and city halls are part of this education promoted by the beauty brand, in conjunction with Plan International, in 80 hours in all.
Funding for the project will allow 75 young people (aged 18-24) from various Maranhão communities to participate in the training. This is the first time that Brazil has directly benefited from a global beauty brand initiative that, in a global partnership with Plan International, intends to provide conditions for the development of girls in several countries where the brand operates.
The elements and illustrations of the campaign’s visual identity were designed to draw attention to the importance of raising awareness about the deconstruction of patterns and prejudices.
“The Body Shop fights for equal rights and opportunities for girls and women and, together with Plan International Brazil, wants to draw attention to the barriers that girls face in accessing their rights, especially with regard to education and, consequently, to the job market, “explains Karina Meyer, Director of Marketing for The Body Shop.
In addition to funding the project in Maranhão, The Body Shop developed a series of actions to support the campaign’s central message, such as an agenda of activities and workshops focused on the theme “Dream Big” at Shopping Higienópolis (from 22.11 to 01.12). The space will also be replicated in Recife in December at Shopping Rio Mar Recife (from 07.12 to 15.12).