We inform you that the Sacred Thread Foundation is launching its new campaign: THE THREAD THAT UNITES US
Welcome
We inform you that the Sacred Thread Foundation is launching its new campaign: THE THREAD THAT UNITES US
And you, do you think gender inclusion is important?
For us, yes, and very much so…
The main objective of the new campaign is to generate empathy and identification, so that the people it's aimed at feel identified, projecting themselves when using our products from the position that they are FOR EVERYONE . Furthermore, it emphasizes the importance of gender equality. The Hilo Sagrado Foundation, dedicated to preserving the culture and traditions of the Wayuu people, has taken an interest in highlighting and defending this approach in the communities.
Through its new campaign, "The Thread That Unites Us," the Hilo Sagrado Foundation seeks to broaden the foundation's and brand's focus to a more global audience. Our goal is to offer our products and expertise to everyone, so that all customers and those close to us feel included and that everyone at Hilo Sagrado is taken into account.
We are very clear about the importance of highlighting the value and capabilities of people, doing our part to break down the social preconceptions that are so deeply embedded in society. These preconceptions have a negative impact on both the increase and decrease of social rights, as well as on the economic and business world. Therefore, it is essential to emphasize that addressing these preconceptions can lead to a more productive workforce, faster and more effective growth, and the ability to penetrate more markets and customers.
"The Thread That Unites Us" is aimed at a broader and more diverse audience. The new collection aims to reach men and women with a classic style. Furthermore, the campaign seeks to drive a change in the brand that fosters a conversation about gender equality.
Gender equity is a value of vital importance in all areas of human life. Its fundamental purpose is to establish fair and equitable conditions, treatment, and opportunities for both women and men. This approach not only aims to eliminate gender disparities but also to compensate for the social disadvantages that have historically limited opportunities and benefits for personal development for people, regardless of their gender. This equal playing field not only benefits individuals but also enriches and strengthens the social fabric as a whole, by fully utilizing the potential and contributions of all people.
Together with the Wayuu communities, our foundation has undertaken a valuable initiative aimed at identifying gender norms. Through surveys, we have sought to identify the cultural norms that affect the communities. Based on the results, we have developed workshops that not only aim to identify these norms, but also to empower all women, men, and community leaders.
In a comprehensive effort, we have also held workshops for Wayuu leaders to help transmit knowledge to the communities. Through these workshops, our goal is to foster profound transformation and greater awareness of gender norms rooted in culture, thereby seeking to promote more equitable and respectful relationships to transform and raise awareness.
Likewise, with the advice of an expert, we are working on the creation of a booklet designed to promote gender equity and challenge existing social and cultural norms. The main objective of this booklet is to visualize and dismantle social norms rooted in culture. It is conceived as an instructional guide for young people and adults, with the aim of generating greater awareness about social and cultural norms of gender. Through this initiative, we hope to contribute to building a more egalitarian and empowered society.
As a result, the workshops raised awareness among our 183 artisans about the gender perceptions we held. Our team was able to identify the importance of challenging these perceptions, which are limiting both personally and business-wise. By opening ourselves to the opportunity to address this issue, we became a more productive and empowered team.
The path toward gender equity is a journey we must all take, and we are committed to continuing to drive change, opening our doors to an inclusive audience, and contributing to building a more equal and respectful world for everyone.
Written by Jeanne Nicole Lafont Jiménez