In 2019 we wanted to raise awareness for women in the Brazilian financial market. It was International Women's Day and our challenge was to spotlight what women face every day in a sexist environment like the investments world.
On the internet and social media, men feel safe harassing women and leaving comments about their bodies and appearance. Our investments specialist, Ana Laura Magalhães was a recurring figure in our videos and content teaching about investments. But she was always receiving disrespectful - to say the least - comments about her appearance, her clothes, her body, and the way she looked in the videos.
So we decided to drop a spotlight on those comments, and she would answer cleverly with real investment tips. In the end, we highlighted that it wasn't about her body or the way that she looks. It was about respect, which is something that every woman deserves no matter what she wears, the way that she speaks, or where she works.
The results: the piece was praised and generated a huge positive engagement from women. It was also highlighted in the local press: XP's influencer answers to inappropriate comments.
My role: social media strategy, content approval, and script supervising.
Watch below (in Portuguese)