On International Women’s Day, the streets of Paulista Avenue, in São Paulo, receive a campaign that rescues the memory of the female struggle. With the name “Posters of Resistance”, the movement revives visual records of the feminist movement.
The action, which took place at some points on the city’s main avenue, placed panels near the MASP, allowing the public to view the pieces. The initiative rescues historical posters to reinforce that women’s struggle for equality is continuous.
The pieces are the result of the work of Rosa Gauditano, a photographer who recorded feminist manifestations in the 1980s. His images of protests against gender violence have gained new versions of design, representing different decades.
Among them, the march against the murder of Eliane de Grammont in 1981 and the manifestation of the SOS Mulher group in the same year.
In addition to these, two other posters address the struggle for salary equality and rights, topics that remain current. The posters were reproduced in resistant material, symbolizing the durability of the female struggle. The campaign is organized together by Betc Havas and Electromedia.
“It seems that we always need to be on the streets, protesting the same things. Even over the years, many of the poster messages are still the same, ”says Sophie Schönburg, Betc Havas’s creation VP.
“As strategic partners of brands and agencies, we are a channel to broaden connections and turn routes into experiences,” says Marcelo Pacheco, Chief Sales Office of Electromedia.
In addition to sample on Paulista Avenue, the public for exploring the full project in postersdaresisistencia.com, where women share their experiences and reflections on the struggle for female rights.
