Outcome BRA_O_2

UN-Women effectively leverages and expands its partnerships, communications, and advocacy capabilities to increase support for and financing of the gender equality agenda, while securing sustainable resourcing for the delivery of its own mandate.

Brazil CO has successfully engaged with several external actors to promote the values and projects of UN Women, ensuring impactful outreach and advocacy. During the “21 Days of Activism” campaign, in November, the population of the municipality of Salvador had increased awareness on violence against women in relationships, as a result of a communications campaign launched by UN Women in partnership with Instituto Gloria and the advertising agency Plan International. The campaign had relevant media results and social media mobilization. Also , as part of this campaign, the population of Brazil had increased awareness on mobilization to eliminate violence against women in the scope of the Orange Day, as a result of the illumination of the iconic Brazilian landmark, the Statue of Christ the Redeemer, by UN Women in partnership with the Cristo Redentor Sanctuary. Additiona l ly , G20 Women’s Empowerment Working Group delegates, including Ministers, Ambassadors and Govern ment Officials of 29 countries and 12 international organizations had access to strategic messages about UN Women’s priorities and expectations, as a result of UN Women partnership with its Goodwill Ambassador, Camila Pitanga, and its interaction and message to the working group’s final meeting. Beyond this audience, more than 30,000 people had access to this information through social media, hearing Camila’s remarks on gender-sensitive climate action. Moreover, 10,000 people had access to information on violence against women through their attendance of a theatre play produced by UN Women in partnership with Mauricio de Souza Produções, a long-time partner. The play, called “Tina Respeito”, engaged a well-known Brazilian comic character to address critical issues related to violence against women. Additionally, 63 CSOs received 1.3 tons of food, collected across the 26 play performances. These collaborations have significantly strengthened UN Women efforts in raising awareness and promoting positive change. In addition to these recent initiatives, UN Women Brazil CO has built longstanding partnerships in communications that have been integral to its advocacy work. UN Women and the Ministry of Women social media audiences, for instance, had increased access to information on gender-sensitive budgeting and data, as well as on efforts to eliminate femicide and violence against women, as a result of multiple collaborations between the two organizations to produce social media content. The CO has also partnered with several Civil Society Organizations, including ANMIGA (an indigenous women association), the National Quilombola Confederation, and the Lelia Gonzalez Institute, to amplify our collective impact, allowing for a wider reach and impact of both UN Women and those CSOs’ on social media platforms. These enduring collaborations have been essential in strengthening the Office’s communication strategies and fostering a broader understanding of gender equality issues across Brazil. Also during the reporting period, UN Women leveraged its partnership with UN entities to enhance financing for gender equality outcomes through the Multi-Partner Trust Fund (MPTF) for the Sustainable Development of the Brazilian Legal Amazon. UN entities had increased access to information on gender mainstreaming and the promotion of gender equality within the MPTF, as a result of guidelines developed by UN Women, which include a financial benchmark requiring that 30 per cent of the overall funds be allocated to programmes and projects identifying gender equality as their principal objective (coded as 3 in the Gender Equality Marker). While the guidelines are yet to be formally adopted by the MPTF Steering Committee, the UN Resident Coordinator, government counterparts, and prospective donors have expressed support for the adoption of a gender equality strategy and the 30 per cent financial benchmark. UN Women also reestablished its partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil) with participation in the Brazil-Chile International Business Forum mission of Brazilian Presidency in Santiago Chile. UN Women was positioned as key partner in the Chile-Brazil Seminar “Women Connecting Borders”, the first technical activity of the free trade agreement between Brazil and Chile focused on gender equality during the Brazilian presidential visit to Chile. The rapprochement with Apex Brasil to the Brazil also impacted the reconnection of UN Women Chile CO with ProChile (the Chilean government agency responsible for promoting exports). UN Women Brazil CO also deepened the reestablished relationship by supporting the Brazilian participation in the Expoartesanías, one of the largest and most significant artisan fairs in Latin America, annually held in Bogotá that showcases traditional and contemporary craft. Among the support, UN Women developed or ApexBrazil the international film exhibit called Imaginários Mágicos das Mulheres Artesãs (in English Magical Imaginaries of Women Artisans). The exhibit, with full curatorship of Brazil CO in collaboration with Ministry of Women, was the first audiovisual exhibit showing audiovisual pieces from several ApexBrasil partners on women artisans from all Brazilian regions with diverse crafts including traditional sweets, lacework, clay items (such as pots, miniatures of historical scenes, and animal heads), textiles, and other local materials. This collaboration aimed to to promote positive social norms and empowerment of Brazilian women artisans to promote their contribution to the Brazilian cultural heritage worldwide. The partnership with ApexBrasil also emerged new potential partners, as the Brazilian Cultural Institute (Instituto Brasileiro de Cultura - IBRACO), Brazilian Micro and Small Business Support Service (Serviço Brasileiro de Apoio às Micro e Pequenas Empresas - SEBRAE), the National Institute of Historic and Artistic Heritage (Instituto do Patrimônio Histórico e Artístico Nacional – IPHAN), and the Brazilian Tourism Board (Instituto Brasileiro de Turismo - Embratur). Finally, over 300 employees of eleven member companies had increased capacities to combat stereotypes in their advertising campaigns as a result of UN Women continuous partnership and support to audiovisual industry companies in the scope of the Unstereotype Alliance. The relationship with the class association of the sector called APRO - Brazilian Association of Audiovisual Production Works also deepened in 2024. APRO, that participated actively in Unstereotype Alliance work plan in 2024, gathers 76 per cent of professionals of audiovisual industry, developed in close collaboration with UN Women the Reframe platform, which will provide to its member companies information about literacy with a good practices guide on ESG, and a carbon footprint calculator for audiovisual productions. It was launched in APRO´s annual event in which UN Women Brazil also was presented as key partner and showcase the global study titled “Inclusion= income: the business case for inclusive advertising,” based on the analysis of 392 brands in 58 countries including Brazil developed by Unstereoype Alliance Secretariat, which empirically proves that inclusive advertising has a positive impact on profits, sales, and brand value.