Hershey's: The One-Word Dictionary

The main Portuguese dictionaries have thousands of lexical units and meanings that make us even assume that, in the compilation, there are all the unimaginable words of Portuguese. However, during the process of creating the 2022 Her for She campaign, part of Hershey's HerShe empowerment platform, the client and BETC HAVAS were surprised to find that the word 'sororidade' (sisterhood in English) was not in almost any dictionary. It was then that the idea of ​​creating the''One-Word Dictionary'' was born: an entire book with definitions of the term and entirely written by those who understand the subject the most: women.

For the elaboration of the limited edition of the One Word Dictionary, influencers, rappers, activists, scientists, film directors and many other women were invited to write the definitions of sisterhood from their points of view. Among the personalities are Katu Mirim, Ryane Leão, Kananda, Julia Pak and many others who bring a little of their experiences of being female to each line of the book.

To present the dictionary, BETC HAVAS São Paulo created a video that presents the entire creation process and details of the book, with intense texts and colors. In the end, there is the strong message to publishers that they now have plenty of definitions to put in their dictionaries.

In all, 100 dictionaries were produced and were sent to influencers across the country. The action also had publicity on social networks and Youtube. With this new project, Hershey's continues its initiative to give visibility to female talent and foster debate among men and women of all ages about the fight for gender equality, which began in 2020 with the launch of HerShe, one bar at a time.