Hershey’s have been fighting for female equality and visibility throughout their advertising communication in Brazil. The brand believes in and supports women's rights and always seeks to highlight their talents, ideas and differences.

And during this process, we discovered that the word sisterhood did not exist in Brazilian dictionaries.

The goal was to show this error to the whole of Brazil through an exclusive dictionary just for the word sisterhood. In it, several artists created their own definitions of the word.

“Sisterhood” is a very recent term full of meanings, very important for women’s unity and female empowerment. But it is not found in any of the Brazilian dictionaries. That is why we have created a dictionary just for this word.

We had little money, but a great mission, to make this word part of the dictionaries of all publishers in Brazil. So, we called on several female artists to write their own definitions of sisterhood.

In addition to a movie, we created the book, and it was sent to influencers who published the action on their social networks, asking publishers to put the word in their dictionaries.

Hershey’s have been fighting for female equality and visibility throughout their advertising communication in Brazil.

And during this process, we discovered that the word sisterhood, so important to the struggle of women, did not exist in Brazilian dictionaries.

The goal was to show this error to the whole of Brazil through an exclusive dictionary just for the word sisterhood. In it, several artists created their own definitions of the word.

To highlight the action, the artists received and disseminated the book on their social networks.

First, we called on several artists to create their own definitions of the word sisterhood. Then we created unique illustrations and typographies for the dictionary.

So, we printed some books in and sent the book to several women influencers. The idea was to encourage publishers to put the word sisterhood in their dictionaries.

The objective of the campaign, in addition to creating a dictionary with different meanings for sisterhood, was to show that such an important word for female empowerment did not exist in official dictionaries in Brazil. And encourage publishers to include sisterhood in new editions. The result was several comments and shares on social networks.