Abelardo da Hora Institute (iAH) is a renowned Brazilian cultural entity, focused in everything about art and culture. In the end of 2014, as every end of year, they are asked for a lot of cultural and artistic projects, so they can be part of it, they can be sponsors, or they can be even the entity that will raise founds for the project. But, Abelardo da Hora Institute wanted more: stimulate projects that could talk about equalty and use art and culture as a way for a bigger end: get down with gender stereotypes and promote fair opportunities for everybody.

iAH is committed to be an entity that respects gender agenda and promotes equalty and empowerment by art and culture. Brazil shows a very male oriented society, specially when we talk about opportunities - for example, women are paid often 30% less than men for the same rule. So, we thought about the "50/50 Initiative”, for activating projects that use art and culture to empower those who need the most, and put women at the center of artistic and cultural conversation in Brazil, by promoting projects that are oriented to make a good representation of women in Brazilian society.

The "50/50 Initiative” campaign was launched November 2014, as a printed poster campaign. We positioned our message at cultural centres, movie theaters, art schools and cultural pubs. At the beginning of 2015 iAH started to receive lots of cultural and artistic projects submissions focused in this gender agenda. many of them talk about telling and positioning women at an important cultural and / or artistic historical moment, so people can understand its power and start changing the way they see this gender issue.