The role and voice of women have changed considerably in the last few years. It’s unarguable, it’s global, and yet it’s not reflected in most dictionaries. While important debates have been waged and important values reinforced, the definition of “woman” in most dictionaries still does not reflect the changes and new conversations. In some, it’s simplistic and old-fashioned. In a few, belittling terms or reductive expressions persist.

So Fox Creative helped Fox Life, the most feminine of all Fox portfolio channels, launched a movement, Word Woman Defined by Us, in partnership with the online dictionary, Priberam, and digital media partner, SAPO. Fox then asked the Portuguese audience to help it review and build a more complete and dignifying meaning for this word, mirroring a step towards a more fair and equal society too.

For almost 3 weeks, Portuguese were invited to contribute to a new definition for the word through the campaign website, and were inspired by local celebrities who joined the conversation. All validated suggestions were studied and analysed by the Priberam linguistics and on May 22, a new definition was released, paving the way for others to change and a fairer society to grow.

If you don’t read Portugese, you can get a (stilted) translation here.

Credits:

Advertising Agency: Fox Creative 

Digital Agency: Fox Creative & ARC/Publicis

Media Agency: Mindshare

Communication Agency: Lift

Creative Director: Hellington Vieira

Marketing Director: Catarina Barradas

PR Director: Margarida Morais

Creative Copywriter: Ana Castanho

Creative Producer: Ricardo Leandro

Designers: Francisco Rivas & Vanessa Alves

Production Coordinator: Dulce Alves
Brand Manager: Catarina Moreira

Digital Manager: Alexandra Hernandez

Programming Coordinator: Cândida Valente
Programming Director: Camino Martinez

Partners: Priberam Online Dictionary and SAPO Online Publishing.