Rethink Praise
<Avon Brazil>
The feature-length documentary about gendered parenting that caused an uproar in Brazil.
Avon believes that every girl deserves to reach her potential, yet 80% of the praise Brazilian girls receive is based on how they look, while for boys, it is the opposite—they are praised for what they do. Our mission was bold–let’s change how society praises girls.
Our behaviour change campaign launched with a documentary that showed how parents of mixed-gender twins unwittingly give their children biased praise that reinforces gender stereotypes. 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 film screened for free in theatres, schools, and online and was supported by UN Women, while Avon ladies became door-to-door campaign advocates. 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
