Plano de Menina: The Youngest Candidate
Media Type:
Film
Brand
Agency
Country:
Industry:
Plano de Menina (Girl's Plan), a social initiative whose goal is to give a voice and opportunities to underprivileged girls throughout Brazil, offering courses and workshops on financial education, entrepreneurship, career building, self-esteem, law, citizenship, and other subjects, created the #EqualPay movement in partnership with BETC/Havas, in order to call on public institutions, employers and society at large to reflect on and promote positive initiatives that contribute to making equal pay between men and women a reality. Research shows that for women to earn the same as men, they need to begin their professional life 10 years earlier. The unfairness of this situation is evidenced through the character Heloisa Teodoro, a 10-year-old Plano de Menina student. In the campaign, the girl questions recruiters from various companies about male privilege and asks: "Do you think that's fair?" The recruiters are left speechless when challenged by a girl who, together with thousands of other Plano de Menina girls, started the #EqualPay movement seeking to secure the same rights and equal pay for women, calling on all Brazilians to unite to make this future possible, so that women can enter the job market at the right time and receive the same salaries and opportunities as men.
Credits
Advertising Agency:
BETC | Havas, Sao Paulo, BrazilChief Creative Officer:
Erh RayExecutive Creative Director:
Andrea SiqueiraCreation & Content:
Guilherme Possobon, Victor CasteloBrands & Business:
Camila NakagawaCommunication & PR:
Camila Nakagawa, Natalia OskaRTV Production:
Anna Ferraz, Catia NucciFilm Production:
Trator FilmesExecutive Producers:
Gabriela Lemos, Armando RuivoDirector:
Julia CruzEditor:
Tiago HasegawaSound Production:
Cabaret Music ProductDate:
May, 2019
Ad of the day
Ad of the Day | JPMorganChase: Make Momentum Happen
9.0
Ad of the Day | Hitachi: Action for a Sustainable Future
9.8
Ad of the Day | Spud: Farmer
9.0
Latest News
Jul. 03, 2026
HAMLET Sign Rising Star Director Jasper de Maeseneer for Global Representation
International production company HAMLET have signed rising star director, and Gold You Director Award (YDA) winner, Jasper de Maeseneer to their roste
Sep. 10, 2024
test
VML has been awarded Global Network of the Year, Jung Von Matt Germany wins Global Agency of the Year and Omnicom is Holding Company of the Year