Instituto AzMina: More than 70%

This case study details how Instituo AzMina, a Brazilian NGO, protested against the wage gap in Brazil with its 'More Than 70%' campaign.

Campaign details

Brand: Instituto AzMinaLead agency: J. Walter ThompsonRegion: LATAM

Objective

In Brazil, women still earn, on average, only 70% of what men earn in the job market. And worst of all: a lot of them were not even aware of this fact. So we found a way to let them know about the gender pay gap by using digital platforms, further increasing the project's visibility. The objective was to come up with a creative way to protest against wage inequality, sending out a message to raise awareness of this reality.

Target audience

The...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands