Meet the Match

A Legislator Seeks to Make History in Brazil

Cassia is the director of the department of management and strategic planning in Brazil’s Ministry of Sport. She is responsible for many of the policies and strategies related to the upcoming Olympics, World Cup, and the 2013 “National Year of the Woman in Sports.”

As part of her role at the Ministry of Sport, Cassia is responsible for creating policies that lessen gender inequalities. In addition, she is charged with increasing the number of women in sports administration positions and decreasing gender violence and workplace discrimination.

We need more women to direct policies in sport. The message of gender equality can’t stop with the University elite. We have to find a way to reach those individuals who do not have access to formal education… I hope that participation in this program will help me to develop my skills and increase my knowledge regarding all of these important matters facing women and girls in Brazil.

As P&G is one of the primary sponsors of the Olympic Games, we believe this relationship will be mutually beneficial and gratifying. Cassia can certainly learn from P&G’s strategies to market international events and conversely, P&G can forge new inroads for the upcoming Rio Games in 2016. P&G also offers cutting edge ways to think about digital, mobile, and social media to “reach the masses;” Cassia could use these strategies to promote her message of gender equality at the grassroots level. And lastly, P&G has a strong group of women in senior level management positions – something Cassia hopes to promote in her own country of Brazil.

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