Chile – Country of Women

Entered by Imagen de ChileThe image of a country must show the identity of its people, what they value, and what is important to them. For Chile, that had to include one of the most significant social changes in recent decades - the increased participation of women and the advancements in gender equality.Chile has achieved - with strong government support - successful public policies and strategies to narrow the gender gap. Female communities have been actively involved during this process. In 2024, the Global Gender Gap Report placed Chile in 21st position worldwide (up from 78th in 2006) and 4th in Latin America (up from 15th in 2006).This focus is making an impact too. In the 2024 edition of the Longitudinal study of Chile’s Image, carried out by IPSOS, 55% of the respondents recognised advances in gender equality as a favourable attribute for the country’s image, compared to 36% in 2020.The importance Chile gives to this matter is also international; Chile has had a Feminist Foreign Policy since 2022- the first Latin American country to do so.The advance and promotion of gender equality is a response to Chileans’ concerns and is therefore important to its country brand, where values can be as important as commercial strengths. The Strategy“Chile - a country of women” is a campaign that demonstrates Chilean women’s identity and their role in being an active part of the country’s progress. The campaign puts the spotlight on eight real and diverse stories that reveal the everyday life of ordinary women across Chile.The protagonists were sourced via research focussed on geographic, labour, ethnic and age diversity: Maria Isabel Eitel, a cook dedicated to traditional cuisine; Danisa Urrutia, plant manager at Codelco’s mining site, operated exclusively by women; Ayline Rojas, the youngest member of La Pintana Youth Orchestra (a low-income district); Rosa Tamsec, the business woman that educates adults of her community; Sofía Huaiquil, a mapuche influencer; Teolinda Higueras, librarian and cultural manager from Chiloe; Carolina Yáñez, marine biologist and bird expert; and Paz Quevedo, a young eco-feminist activist.Each answered questions such as: What identifies Chilean women today? Has there been a change in the past 50 years? Do you see higher gender equality in Chile?The campaign achieved a significant nationwide reach of 13 million, utilising the team’s platforms and social media (Instagram, Facebook, Twitter, LinkedIn, YouTube and website). It was important to demonstrate collaboration with institutions related to the initiative: The Ministry of Foreign Affairs and Ministry of Women and Gender Equity, the Government General Undersecretary, National Copper Corporation (Codelco), and the University of Valparaiso, amongst others.The Implementation“Chile - Country of women” was launched in March 2024 during International Women’s Day. However, the real challenge was to create a strategy that lasted beyond the day and that could be extended throughout the year.It was launched at the Ministry of Foreign Affairs, and the participants shared the campaign across their social media. Three ministers recorded messages and invited their sectors to learn about the campaign and the importance of gender equality to the country.The campaign also generated national media attention. Canal 13, a main open TV channel, transmitted the campaign trailer free-of-charge during the evening news and in prime time slots throughout the day during commercial breaks.The campaign was warmly welcomed from the beginning. Citizens and the authorities made it their own and it also generated an international audience, adding significantly to overall reach.In just a few months, the team received requests from more than ten women’s organisations seeking permission to use the brand and create content in their social media.The ResultsThe results exceeded expectations. More than 18.7 million people were reached through 31.9 million impressions in Spain, England, USA, Brazil, Mexico and Peru. Video views surpassed 2.1 million. Campaign content is the highest viewed on the team’s website across 2024.The positive international reception and the satisfaction achieved in Chile has resulted in the Foreign Ministry’s invitation to build on the campaign and incorporate it into a long-term business strategy. But the key result is that there are continuous new requests from women’s citizen organisations wanting to become involved with the process.

Chile – Country of Women

Related content

Selling modern Scotland to the world – NEXT!

Boomerang Greensboro

Essential Costa Rica’s AI and data driven strategy

Chile, We Care

Tasmanian Youth Story

Asheville Black Cultural Heritage Trail

Norfolk Coast – Protected Landscape

Chile – Country of Women

Discover CNP Connect

Related content

Selling modern Scotland to the world – NEXT!

Boomerang Greensboro

Essential Costa Rica’s AI and data driven strategy

Chile, We Care

Tasmanian Youth Story

Asheville Black Cultural Heritage Trail

Norfolk Coast – Protected Landscape

Confirm cancellation