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. Additionally, G20 Women’s Empowerment Working Group delegates, including Ministers, Ambassadors and Government 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. 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.

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.

In 2025, UN Women successfully leveraged strategic partnerships to expand financing opportunities for the gender equality agenda. After years of dialogue, the Brazilian Cooperation Agency (ABC) agreed to pilot a new approach to ensure that gender equality components across cooperation projects are implemented by UN Women through UN Agency-to-UN Agency Agreements. As part of this effort, ABC facilitated negotiations between UN Women and UNDP to establish an inter-agency agreement under a South-South Cooperation project focused on sustainable development in the Amazon region. This achievement reflects UN Women’s strengthened advocacy and partnership capabilities, enabling the organization to secure sustainable resourcing while advancing integrated delivery of its mandate. Beyond this specific agreement, the milestone creates significant opportunities for resource mobilization through UN-to-UN Agreements in triangular cooperation projects and introduces a standardized approach that can be replicated across future initiatives. In parallel, under an existing South-South Cooperation umbrella agreement between UN Women and ABC, the Ministry of Social Development introduced a new contribution to support the territorialization of Brazil’s National Care Plan, reinforcing local implementation of care policies and strengthening gender-responsive governance at the territorial level. UN Women also advanced strategic partnerships within the sport ecosystem to support gender-responsive governance and social norm change. UN Women established a formal cooperation framework with the Ministry of Sport through the signing of a Memorandum of Understanding (MoU). The partnership enabled the systematic provision of technical tools, methodologies, and advisory support to strengthen the integration of gender equality principles across sport-related policies, programmes, and governance mechanisms. Simultaneously, UN Women deepened its engagement with the Brazilian Olympic Committee (COB), positioning the partnership as a key entry point to advance gender-responsive institutional change and social norm transformation within the Brazilian Olympic Movement. Through sustained dialogue and trust-building, UN Women and COB developed a structured cooperation framework, culminating in the preparation of a Memorandum of Understanding scheduled for signature in early 2026. The agreement formalizes a long-term institutional partnership anchored in shared objectives, including strengthened accountability in sport governance, expanded women’s leadership, the promotion of positive social norms, and reinforced mechanisms to prevent and respond to violence against women and girls in sport. In 2025, the partnership generated early results through joint engagement and capacity-building. UN Women’s participation in the Advanced Sport Management Course organized by the COB created a strategic platform to engage sport managers from across the country, positioning gender equality as a core governance priority within the Olympic Movement. Building on these advances, the partnership establishes a clear pipeline of joint actions for 2026, including a national mapping of gender representation in sport governance and targeted capacity-building initiatives for Olympic confederations affiliated with the COB, demonstrating the partnership’s potential for scale, sustainability, and long-term impact. In parallel, UN Women Brazil led and contributed to a coordinated global communications campaign on gender equality in sport accompanying the launch of the Toolkit for a sports ecosystem with a gender perspective, reinforcing institutional visibility and uptake of the knowledge product. The campaign included the development and dissemination of social media assets in three languages and mobilized five UN Women offices (two Regional Offices, two Country Offices, and Headquarters in New York) demonstrating effective inter-office collaboration and strategic communications to expand the reach, relevance, and utilization of UN Women’s normative and technical guidance within the global sport ecosystem. UN Women also leveraged communications capabilities to to increase support for and financing of the gender equality and climate agenda. At COP30, the Brazil Country Office , in partnership with the Regional Office and with support from Headquarters, implemented an integrated communications and public image strategy to accompany the Organization’s delegation of observers. The objective was to strengthen UN Women’s institutional visibility in Brazil, reinforce its political and technical role within climate negotiations, and support advocacy efforts for the approval of the Gender Action Plan (GAP). UN Women positioned communications as a strategic pillar to elevate public debate on gender and climate, clarify UN Women’s role within the COP process, and consolidate its image as a technical and political reference on gender equality and climate justice. Social media was defined as the main channel, enabling direct dialogue with civil society, transparency around the delegation’s activities, and outreach to broader audiences less familiar with the gender–climate nexus. The strategy was structured around three editorial pillars: (a) strengthening UN Women’s institutional image as a technical and political authority on gender, climate, and climate justice, highlighting its expertise, advocacy role, and support to countries; (b) showcasing qualified listening and dialogue with civil society, women’s movements, public institutions, and strategic partners, including exchanges with organizations such as ANMIGA (National Association of Indigenous Women Warriors of Ancestry), reinforcing UN Women’s convening power and legitimacy; and (c) accessible public communication about the COP process and the Gender Action Plan, using clear, non-technical language to connect the agenda to everyday realities and issues of public interest. Content production combined multiple formats adapted to social media dynamics, including reels and short videos documenting the delegation’s work, stories covering daily activities and engagements, and static posts highlighting high-level meetings and institutional moments. The strategy was complemented by a press conference to launch the Gender Scorecard, expanding visibility among media and key stakeholders. Between 10 and 24 November, 236 posts were published across LinkedIn, Facebook, Instagram, and X, reaching 1,038,865 people and generating 1,894,479 profile views. The period also recorded 34,400 interactions, 5,814 shares, and growth of 4,581 new followers, with Instagram alone reaching 1,743,789 views. These results demonstrate the effectiveness of the strategy in expanding the reach of institutional messages, strengthening UN Women Brazil’s digital presence, enhancing the quality of public debate on gender and climate, and consolidating the organization’s image as a technical and political reference, contributing directly to broader advocacy efforts around the Gender Action Plan.