Promundo carried out, together with IEComperj, a Petrobras venture in Itaboraí, a campaign to promote gender equality in the workplace called “This is a Man's Thing. This is a woman's thing”, which affected around a thousand employees in Petrobras' workforce.
The campaign began the week of November 26th with some teaser pieces – pieces that raise a question and provoke reflection – and its unfolding took place the following week (December 3rd to 7th) when the revelation pieces responded to the provocation of the teaser pieces. Competence, leadership, responsibility: this is a man's thing and a woman's thing. “Your behavior does not depend on your sex, it depends on you”, was the message that the pieces revealed to the public.
In addition to the posters, banners, folders, tray paper and stickers spread throughout the spaces, on December 5th the action culminated with presentations of theatrical sketches that joked about gender stereotypes and how these stereotypes can be harmful to social relations. men and women at work, in the family and in society.
On the same day, in the afternoon, around 50 people participated in the lecture with the doctor in public health and former director of the Promundo Institute Marcos Nascimento. The lecture provoked a reflection on how the education of boys and girls, instead of valuing the differences between men and women, ends up transforming them into inequalities between men and women. Marcos also spoke about the White Ribbon Campaign, an international campaign that promotes the involvement of men in preventing violence against women, mentioning that unfortunately violence against women is one of the most democratic forms of violence. “It happens in all social classes,” he said. He concluded by inviting everyone to reflect on their behavior. “Are we having equitable gender attitudes in our daily lives or are we reproducing inequalities?”, he concluded.
To develop the campaign theme, Promundo promoted a workshop with the IECOMPERJ communications team to identify issues relevant to the reality of employees. A survey to evaluate the impact of the campaign was carried out before and after the campaign.
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