Rethink Praise
<Avon Brazil>
The feature-length documentary about parenting that caused an uproar in Brazil.
Avon believes every girl deserves to reach her potential, yet 80% of the praise Brazilian girls get is based on how they look, while boys are praised for what they do.
We created a documentary that showed how parents of mixed-gender twins unwittingly give their children unequal praise. The film was supported by digital and influencer-led tools to help parents, teachers and society change the way we praise girls. To tell them they are more than pretty.
As soon as the trailer aired on Brazil’s most popular current affairs program, it became a subject of national debate. The campaign ignited a backlash amongst conservative and religious groups, but ultimately made Avon the most talked about and loved brand in Brazil – and helped empower the next generation of women.
30M Reach 100% Media Coverage 30% Increase in Brand Love No.1 Brand in Brazil
Awards 2 x Global Effies
