Argentina still faces huge gender inequality problems. As the leading job site in the country, Zonajobs started to address those issues in its campaigns. But by 2018, less than 5% of transgenders could find their way into the formal labor market.
To start the conversation about trans discrimination in the work environment, breaking some very old stereotypes on the way, we launched “Juana”, an ad that could be first read like the typical prejudice reality they usually face, but closing with a provocative twist.
Click here to see the Spanish version.
Our strategy was to ask employers: what do we look for when we seek talent?
With the support of local LGBT organizations, we built a special webpage to promote job opportunities for the trans community.
In the first week alone, Zonajobs reached more than 1k new inscriptions from the LGBT community.
We eliminated the gender options on the platform.
And we even updated the brand logo.
Results & Recognition
“Juana” was the first ad campaign in Argentina to have a trans protagonist.
It was the most viewed campaign ever in Latin America about a transgender issue.
Awarded the Platinum Argentine Pencil as the best TV spot of 2018.
Winner of the Lola Mora Award for gender equality in communication.
The campaign skyrocketed the career of the actress Mariana Gervasio Peña, currently a star on Argentine TV.
Press
