Ongoing communications · UN Women
Indigenous and quilombola women: rights communication for UN Women
Communication plan, videos, cards and media relations to give visibility to Indigenous and quilombola women in Maranhão and Pará and their rights agenda.
- Client
- UN Women
- Year
- 2022 to 2023
- Territory
- Grajaú and Penalva (MA), Mocajuba and Santa Luzia do Pará (PA)
- Format
- Communication plan, videos, cards and media relations
The challenge
Indigenous and quilombola women (from Afro-Brazilian communities descended from people who escaped slavery) feel the effects of climate change firsthand, and they also help tackle them. Even so, public policies rarely take them into account. UN Women needed to communicate the project to three audiences at once: the women themselves, with limited internet access in their territories, local officials and the press. There were clear guidelines: do not portray the women as victims, balance the presence of Indigenous and quilombola women and find a simple way to talk about governance.
Watch
What we delivered
- Counter-brief and communication plan
- Animation for Julho das Pretas, in Portuguese, Spanish and English
- Cards and audio cards for social media and WhatsApp
- Census self-identification campaign, with cards and posters
- Video on the challenges of the quilombola census
- Camila Pitanga's interviews with quilombola leaders
- Media relations
More videos from this project
What we did
The counter-brief (our written reading of the client's brief) organized the plan into workstreams: media relations, support for partnerships with state and municipal governments, and strengthening the women's advocacy. Each action got its own set of pieces, calendar and simple tracking indicators.
For Julho das Pretas (Black Women's July), we produced a short animation, with versions in Portuguese, Spanish and English, and cards for the social media of UN Women and the project's partner organizations. For the Census, we created cards and posters explaining how to self-identify as Indigenous or quilombola, and a video on the challenges of counting the quilombola population.
The pieces were designed for the people receiving them: light formats for WhatsApp, printed material for places the internet doesn't reach, and subtitles for accessibility.
Art: Forest Criações.
Outcome
The Julho das Pretas animation was released in Portuguese, Spanish and English, for the social media of UN Women and partner organizations. Camila Pitanga's interviews with quilombola leaders are on Forest's YouTube channel.
