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.

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 sorority.

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. The brand believes in and supports women's rights and always seeks to highlight their talents, ideas and differences.

But The one-word dictionary is not just a support action for women, it is an action that enhances one of the most important words in the fight for female equality and makes all people, men and women, know the meaning of sorority and its importance to the world.

For the dictionary's visual identity, we created custom illustrations for each meaning of sorority that was interpreted by several artists. We design the typography and use intense colors that show the strength of the woman.

Each page

was designed according to each definition of sorority. The book was created

with a handmade concept, hand-stitched like a craft.

Afterwards,

some copies were sent to several female influencers who publicized this very

special action on their social networks to highlight such an important word for

women's struggle.

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.