The gender equality subject is installed at a global level, but in Argentina it is especially enhanced by a very particular local conjuncture; including movements like #NiUnaMenos (#nogirlless) against gender violence, National Congress discussion on the legalization of abortion and the fact that the president has mentioned before the Senate the need for a law that attacks salary differences based on gender

Specifically regarding sexual orientation, the Argentina Foundation (LGBT) is the main body that works towards the rights of this group. It is worth mentioning that we have the support and support of this foundation throughout the project.

The entire campaign seeks to attack and activate the prejudices that we all have, from generating two levels of reading: prejudice and real intention. From the spot where we try to cross-link "Juana is transgender" and "Juana is unpunctual", to the OOH where we can read a resume or a prejudice, depending on where we put the focus. From this we invite you to ask ourselves: What do we look for when we look for talent?

The campaign was launched in early April 2018 and will continue running until the end of May

The spearhead was the spot "Juana", with guidelines in different formats and digital channels as well as on TV. Additionally, the campaign had a strong presence in Vía Pública, as well as other executions in Digital, which sought to increase the scope of the campaign and continue with the conversation initiated by the spot.

A key part of the success of the campaign was the high impact on PR it had, generating a scope and a buzz much greater than what was planned from the media. From the investment in media, we can say that in that sense it was a standard campaign for the brand.

The campaign was launched at the beginning of April 2018 and will continue running until the end of May.

The spearhead was the spot "Juana", with guidelines in different formats and digital channels as well as on TV. Additionally, the campaign had a strong presence in Vía Pública, as well as other executions in Digital, which sought to increase the scope of the campaign and continue with the conversation initiated by the spot.A key part of the success of the campaign was the high impact on PR it had, generating a scope and a buzz much greater than what was planned from the media.

While we can not share investment data in media, if we can say that in that sense was a standard campaign for the brand (always talking about investment).

ZonaJobs is the leading employment portal in Argentina and has two main publics: those who search for trained personnel for positions ranging from industry leaders to managers, as well as job seekers who see work as an end and not only as a means of survival.

Historically, the sexual choices of a person or his gender, based on prejudice around these issues, have been a critical issue when developing a career or getting a job. ZonaJobs deeply believes that a person's work capacity should not be evaluated by personal decisions, but rather by issues such as talent, preparation, experience, commitment, etc. This campaign seeks to reflect that opinion, generate awareness on this issue and activate a critical discussion.

For several years now, the brand has focused on attacking different fronts that have to do with promoting new values in the work environment: from simple topics such as the home office to issues with more complex edges such as gender equality. This campaign is a new link in that chain and seeks to attack, among others, this last issue.