During the pandemic, the shift to working from home brought unseen challenges, especially for women. In advertising, our roles expanded beyond the professional to include tasks typically unrecognized in the daily grind—cooking, cleaning, driving, tutoring, and even hairdressing. To spotlight this "invisible work," I was part of the team at Lew'Lara/TBWA that initiated #OTRABALHOQUENINGUÉMVÊ, in collaboration with Women to Watch and Meio & Mensagem. This movement, launched on LinkedIn on International Women's Day, encouraged female advertising professionals to update their profiles with these often-overlooked roles. The response was overwhelming, as many women across the industry joined in solidarity, reshaping their LinkedIn profiles to reflect the full extent of their daily contributions. Accompanied by a manifest video, the campaign aimed to foster greater empathy and recognition for the multifaceted work women do every day
