Project Calls on the Construction Industry to Deconstruct Stereotypes Through new Signage

Apr. 24, 2024

This year, Publicis Brazil, in collaboration with the Women in Construction Institute, launches an initiative to signal a significant shift in the construction industry. Currently, with one in ten construction workers being a woman, and this number steadily rising, the historically male-dominated sector is undergoing a transformation. With the goal of promoting a more equal and inclusive work environment, the initiative involves replacing the "Men at Work" signs, which perpetuate gender bias and validate prejudiced behaviors, with a more inclusive version: "People at Work.”

Juliana Elia, VP of Strategy at Publicis Brazil said:

"We believe it's time to deconstruct those stereotypes, starting with a simple change that sends an important message to the market and society. In an industry lacking skilled labor, the new signs demonstrate that this is a sector where everyone is not only welcome but also necessary."

 

The "Women in Construction" Institute plays a crucial role in empowering and including women in the construction industry workforce. Since 2006, the Brazilian organization has offered courses, training, and qualification workshops that have directly empowered over 6,000 women and indirectly impacted 60,000 women in peripheral situations, providing a new perspective on work and helping to transform the sector.

In addition to the signage change, the initiative includes providing the layout of the new signs for download, encouraging construction companies, printing businesses, and other industry entities to adopt the new signage and contribute to the deconstruction of stereotypes.

Bia Kern, founder of the Institute emphasized:

"We are changing not only the signs but the reality for many women. It's an opportunity to fight against inequality, prejudice, and sexism on construction sites in Brazil and show that anyone can belong to and contribute to this industry."

 

The initiative also features an online petition, seeking support to establish the new signage as a legal standard on construction sites nationwide. Interested individuals can sign the petition by clicking on the link and access the project's official website.