According to the IBGE, women’s salaries are on average 20.5% lower than men’s. This fact was brought to the attention of thousands of spectators who watched the final match of the 2019 Women’s Paulista Championship, which was broadcast live on Saturday, Nov. 16, on FPF TV, the official TV station of the Paulista Football Federation, organizer of the tournament. Corinthians defeated São Paulo by a score of 3-nil in the game held at Arena Corinthians, and became the new champion.
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“We believe that the 2019 Paulista Championship final, with its record visibility numbers, represents a historic opportunity for us to question the fact that women still earn less than men in the workplace,” states Aline Pellegrino, Women’s Football Director at the Paulista Football Federation. “It is essential, especially in current times, to promote important discussions that will contribute to the development of society. Women’s space in society and the way in which they occupy it is one of these discussions,” says Aline.
“We are fighting not only for the recognition of women’s football in our country, but also for gender equality, so that women’s participation and importance in the workforce is properly recognized, including when it comes to wages,” emphasizes BETC São Paulo Executive Creative Director, Andrea Siqueira. “Our idea was to make each goal on the scoreboard reflect women’s wages as compared to men’s, in order to shine a spotlight on the issue and call attention to the wage gap,” adds Milena Cabral, member of the creative team.
Strategy: Agatha Kim and Karina Silva
