Outcome BRA_O_4

To leverage partnerships and resources in support of UN-Women's mandate

In 2022, UN Women Brazil CO effectively leveraged partnerships and resources in support of its mandate through proactive engagement with the public and private sector, as well as civil society and traditional donors. The CO repositioned its work with Private Sector stakeholders and established a cross-cutting CO Private Sector Task Force, which contributed to the improved and consistent engagement with the private sector engagement. These capacities resulted from lessons learned from the regional Win-Win Programme and ongoing initiatives such as Women’s Empowerment Principles (WEPs), Unstereotype Alliance, partnership with Global Compact and the newly launched Elas Lideram programme, as well as the private sector actions in the scope of Moverse programme aimed at employment opportunities for migrant and refugee women. In partnership with the Instituto Lojas Renner, UN Women developed the second edition of Edital Empodera , a call for proposals which, in line with UN Women mandate, enhanced the technical and financial capacities of 21 organizations led by women, mostly black, trans and indigenous. Under the Unstereotype Aliance (UA), resources secured through a pool funding mechanism have allowed UN Women to implement the UA Brazil Journey with Grupo Boticário (a national leader company in beauty industry), resulting in 460 marketing professionals having enhanced capacities to recognize stereotypes and replace them in their daily work. Finally, through the Unstereotype Alliance partnered with private sector to eliminate harmful gender stereotypes in advertising. As a result 460 marketing professionals had enhanced capacity to recognize stereotypes thanks to participation of Grupo Boticário in the UA Brazil Journey methodology, of which 20 professionals had enhanced capacities to assess the advertising pieces produced by them as a result of their participation in training sessions and focal group facilitated by UN Women.

To leverage partnerships and resources in support of UN-Women's mandate

In 2023, UN Women effectively leveraged partnerships and resources in support of its mandate through proactive engagement with the public and private sector, as well as civil society and traditional donors. UN Women Brazil made progress during the period in consolidating and expanding partnerships with companies through three main initiatives - the Unstereotype Alliance National Chapter (UA), the Alliance for Audiovisual and Women's Empowerment Principles (WEPS). UN Women worked to advance GEWE through Unstereotype Alliance in a sector with potential to change social norms. In this sense, 1000 professionals from four member companies had enhanced capacities to recognize and do not reproduce gender stereotypes in advertising as a result of their participation in trainings promoted by UN Women. Fifteen women undergraduate students had enhanced technical advertising capacities as a result of their participation in a pilot course implemented by UN Women in partnership with the Federal University of Pernambuco, the Pernambuco´s Catholic University and Cesar School (an innovation school focus on design and technology). It is expected that these young women join mid-level creative positions in advertising agencies as a result of their enhanced capacities, responding to a gap in their workforce reported by UA member companies on black, transgender and indigenous women, and women from states other than Rio de Janeiro and São Paulo, as the lack of diverse women reinforces stereotypes in campaign narratives. Also in the scope of the UA, advertising professionals, industry associations and media had enhanced access to information on the most recurrent stereotypes reproduced in Brazilian advertising as a result of the publication of the 11th edition of Representa Study, which showed a decrease of companies' efforts towards the elimination of harmful gender and race stereotypes in advertising. The research indicates that non-diverse teams, unconscious bias, lack of gender and racial literacy, low engagement, and limited commitment from top leadership in the diversity domain are the primary reasons for the decrease of disruptive ads pieces, in addition to the conservative wave that has politically influenced the country since 2018. In the scope of the Audiovisual Alliance, launched in 2022 in partnership with Instituto Mais Mulheres Lideranças do Audiovisual Brasileiro (an institute composed of women audiovisual professionals), four film producers developed an internal census on gender intersectional representation in their workforce as a result of their increased capacities on gender diagnosis. These increased capacities resulted from their access to a methodology developed by UN Women. These film producers' censuses showed a gap of women representation in high level (15.9 per cent) and mid-level positions (24.35 per cent) in the segment, and in general of women with disabilities (3.95 per cent), black women (30.19 per cent), as well as LGBTQIA+ people (1.39 per cent). The diagnosis, unprecedent in the audiovisual industry, is expected to guide the development of their gender action plans. Fifty professionals of the film industry also had increased access to the methodology as a tool for internal gender-intersectional diagnosis as a result of their participation in the 47th International Film Festival of São Paulo, where it was presented. Finally, the number of WEPs signatory companies increased from 696 in 2022 to 745 in 2023. In addition to that, 64 professionals from 39 companies had increased knowledge on WEPS implementation as a result of their participation in training sessions promoted by UN Women i n response to a knowledge gap identified by new signatory companies.

To leverage partnerships and resources in support of UN-Women's mandate

The CO designed its Communication & Advocacy Strategy, which is geared to ensure that UN Women Brazil communications and public advocacy drive gender equality and women’s empowerment as key issues on the Sustainable Development Agenda and bolster UN Women’s role as the global authority in this context, strengthening UN Women’s position and role as the authority and the key partner to advance the gender equality agenda in Brazil. It is aligned with the corporate strategy and national priorities and informed by media consumption trends in the country and partnership surveys held by the CO, ensuring adequate approach to national context. In parallel, the CO harmonized its vision and priorities regarding partnerships and its approach to external partners, heading towards an integrated and coordinated approach that encompasses Brazil CO’s SN as a whole, instead of a siloed approach by impact or work area, and also enabling partnerships to be used to their full potential. The Partnership Strategy to be finalized in 2022 is complementary to the Communication and Advocacy Strategy and the Resource Mobilization Strategy, allowing an integrated analysis of the set of current and prospective partnerships of the CO and a more effective performance, with fewer major initiatives. During 2021, the HeForShe movement was redesigned, following the HQ orientations, for a better suiting of the initiative in all impact areas. In this sense, there was a focus on start a process of mainstreaming HeForShe in all programs, producing an outline of the strategic note of HeForShe, based on CO team inputs, which will be the basis for the implementation of the program in 2022. A process of reorganization of the HeForShe allies was held during 2021, guaranteeing that a group of new potential partners – from private and public sector – were mapped and contacted with the aim to integrate the HeForShe movement, to establish a long-term and structured partnership. Some of the companies which already are interested in this format of partnership are Engie, L’Oreal, GE Aviation, Animale.