APG Brazil Harassment Survey

H O S T I L I T Y
S I L E N C E
A N D O M I S S I O N
T H E P O R T R A I T O F H A R A S S M E N T
I N S Ã O P A U L O ’ S
C O M M U N I C A T I O N M A R K E T
N O V E M B E R 2 0 1 7
G R U P O D E P L A N E J A M E N T O ( G P )
I N S T I T U T O Q U A L I B E S T

Communication has the constant challenge of helping
brands and companies connect and dialogue with the
world’s transformations. This time around, as na
industry, we are taking too long to understand this.
The end of the stereotype was proclaimed by some of
our clients before it was treated as a priority in planning
meetings. The ban on the use of altered images
became a law in France before being a choice in
creative departments. Equity and diversity came into
fashion before being considered as company values.
Over the past few years, on several occasions, we
discussed the role of corporations in the construction
of a better world and the role of brands in representing
the values of this transformation. We already used
expressions such as “activist brands” and “purpose
brands” to explain to our clients that they needed to
review their positions and stand by people and what
has value for them. Brands need to be relevant, we say,
in order to be followed, admired and respected. Brands
are about people, we stress, to evidence who needs to
come first.
Brands need acts, not just ads. We complement and
conclude remembering that all this is about businesses
just as much as it is about living together.
Ad agencies, technology platforms, production houses,
cars, we are all brands and, at this moment, we need to
learn with the lessons that we teach. We need to
connect with the transformations going on in the
world. And we must do this quickly.
The rise of hostility, among other things, is a
consequence of the lack of hope in the existence of
values and attitudes committed with the collective
wellbeing.
Our invitation goes out to all of us who are part of this
industry: we need to connect with the spirit of our
times and this spirit talks about pursuing solutions that
benefit both the individual and society. It is time to
build health for society while we build profits.
We are certain that we can do this together
Planning Group - Grupo de Planejamento (GP)
Renata D’Avila, President
Ken Fujioka, President of the Board
Ana Cortat, Counselor
Ulisses Zamboni, Counselor
T H E  
S P I R I T
O F  
O U R
T I M E S

In 2016, during the panel of the Planning Group
Conference that presented the conclusions of the 3%
Conference that had taken place in NY, we were talking
about harassment when a woman asked to speak. She
stood up and asked something like: “isn’t it time for us
to do more than simply keep talking about sexual
harassment?”
At that moment we asked for all the women in the
audience who had already suffered sexual harassment
at work to stand. Nearly the entire room stood up.
It was striking for all of us who were or had already
been seated in the Vice President chair of companies
where the majority of those people worked.
This is how it all started. Hearing those people made us
see that something had to be done and it had to come
from inside the system that we represent.
We grew up inside a culture that, many times, ignores
harassment and values people who can put up with it
— like in bullying; there are those who believe that
moral harassment "forms character". In this process,
many become harassers and keep reproducing
patterns. It happened with us. We have already been
harassed and we have also been moral harassers; we
know how this causes personal injury capable of
producing family damages.
We are all parents, children, mothers, wives, husbands,
and we come back home every day from work, many
times reproducing this at home. It was this awareness
that made us act and that brought us to this moment.
Given the hypothesis that there would be a cycle of
hostility on the market due to the lack of knowledge
and the normalization of behaviors related to
harassment across all hierarchical levels, we started to
believe that it would be sufficient to study only women
and sexual harassment — but we quickly noticed the
need to dialogue also with men and also measure
moral harassment.
As Planning Group, we believe that the different types
of harassment have a deep impact on the physical and
mental health of workers and their families, as well as
the health of companies. They affect morale, self-
esteem, the exercise of citizenship, productivity and,
ultimately, profits.
Our motivation is the certainty that it is possible to
build the new based on the numbers, proportions, and
statistical representation of an old reality. We want to
share this study with the objective of revealing a
worrying reality, but possible of being transformed. Our
objective is to provide dialogue tools capable of
generating new dynamics, in addition to instruments
for awareness, support, punishment and control.
Harassment has cultural roots and is not a problem that
is exclusive to the communication industry. But this is
our industry. Acting now proves our ability to listen and
accredits us as brands connected with the values that
will build the pillars of a new world.
W E C A N
O N L Y
C H A N G E
W H A T W E
C A N S E E

M E T H O D O L O G Y
& S A M P L E

Quantitative online research with professionals of the area
Period: 10/10 to 10/30/2017
Collection instrument: self-filling online questionnaire
1400 respondents from São Paulo (capital + RM)
68% women and 32% men
Average age:: 33 years old
Sample margin of error: 2,6%
Confidence interval: 95%
Research conducted in partnership with Instituto Qualibest

Since this was a first wave and for the study
to be economically viable, we used a non-
probabilistic method of voluntary sample
(“voluntary response sample”). The method
usually produces a bias related to people
with strong opinions about the subject being
addressed, which in no way invalidates the
research.
Following the principle of a sampling
procedure for a simple random sample, the
size of the population (universe) was
considered as unknown, given that there are
no official figures about it, although there are
estimates that consider the number of
professionals in the area to be more than
100,000 people (source IBGE).
We contacted 1,400 respondents residing in
the city of São Paulo and greater
metropolitan region, which would represent
a suggestive population of communication
professionals, with a sampling error for the
obtained estimates of 2.6%, and with a
confidence interval of 95%.
In order to reduce the bias to the minimum
possible, we took a few actions. The link for
responses was distributed in several different
ways: e-mails sent to mailing lists of
communication professionals, e-mails to the
HR department of ad agencies and
communication companies (followed by
followed-up calls), notes on specialized
vehicles (Meio&Mensagem, Adnews, B9 etc.),
posts on websites and networks of
representative entities such as Creative
Groups, Client Service Groups and Planning
Groups, among others (Clube de Criação,
Grupo de Client Service, Grupo de
Planejamento).
A B O U T T H E
C O M P O S I T I O N
O F T H E
S A M P L E

For Altay de Souza, PhD and
professor of Statistics from the
Psychobiology Department at
UNIFESP, the discussion about the
sampling method is secondary,
because “a selection process where
all elements of a population have
the same chance of being selected
is not practically feasible, even in
studies such as the census. This is
precisely why quota of cluster
sampling is used, and other
samplers based on Bayesian
inference don’t even consider the
need for quotas for the sampling
process; they use the a priori
knowledge from previous
researches with some similarity to
weave credibility intervals about
the estimates found in the current
study.”
Altay adds: "due to the voluntary
nature of the research, a bias of the
punctual value of the estimates can
be obtained (bias of the
respondent), which can
overestimate some of the punctual
prevalence, but this does not have
any severe impact on the estimates
of the confidence intervals of the
data from the research. Since the
prevalence of harassment revealed
are very high, even considering the
most conservative estimates of the
confidence interval, we will still
have a relevant and worrying
prevalence value. A reference on
the effect of biased samples on the
confidence interval can be seen on
'Bias on Survey Sampling' (https://
goo.gl/nYc1F).”
Still according to Altay, “it is
possible for us to base ourselves on
one of the questions of the applied
questionnaire that talks explicitly
about moral harassment (question
12): considering this answer as Yes
or No, we can consider a
calculation of the sample based on
the binomial distribution of this
data. For calculating the sample
size for variables with binomial
distribution, one can refer to the
article 'Interval Estimation for a
Binomial Proportion' (https://
goo.gl/ygHVei) and, for the
calculation itself, one can consult
the article 'Simulated true
prevalence estimates from survey
testing with an imperfect
test' (https://goo.gl/ H8Pkrg).”
Altay continues: “thus, considering
a simulation of imprecise
prevalence with a test that also has
imprecision (sensitivity and
specificity of detection other than
100%), we can infer that the
variation of the estimates found
based on the calculation of
confidence intervals still attest a
high proportion of people who
suffered harassment, despite the
bias of voluntary responses. Using a
low predictive capacity for question
12 (we will assume 50% of
sensitivity and specificity for
question 12 to detect whether the
person has actually been harassed
— which is an extremely
conservative estimate) and
considering the median proportion
between the estimate of men (76%)
and women (90%), and still
considering that 1,400 interviews
were collected, we can affirm that
the confidence interval of the
apparent prevalence expected can
vary between 78.9% and 86.7%.
(reference: Lohr, Sampling Analysis
- https:// goo.gl/y77bZe)
."YS
Altay adds: “this shows that,
despite the selection bias, the
estimate found is very high and we
can certainly say that the
proportion of people who suffered
harassment is much higher than
can be expected by chance, even in
spite of the voluntary response
bias. Finally, a sample of 1,400
participants with more than 75% of
them reporting harassment is
representative, above all, of the
general population of those who
have already suffered harassment."
Altay warns: "treating it as a public
health problem, if I collected a
biased sample with 1,400
participants (assuming that all
those who accepted to answer the
research are or have relatives that
are hospitalized) and I realized that
more than 75% of them have a
potentially contagious disease,
A W O R D F R O M
S P E C I A L I S T S
A B O U T T H E
C H O S E N

Any type of action, gesture or word that affects,
by repetition, the self-esteem and security of an
individual, making him doubt himself and his
competence, implying damage to the work
environment, the evolution of his career, or the
stability of his employment relationship, such as:_ Scheduling tasks with impossible
deadlines;
_ Transferring someone from an area of
responsibility to do trivial tasks;_ Take credit for other people’s ideas;_ Ignore or exclude an employee, only
addressing him by means of others;_ Consistently withhold information;_ Spread malicious rumors;
_ Criticize persistently;
_ Underestimate efforts.
LABOR LAW NR.
13,288/02 ARTICLE 1
SINGLE PARAGRAPH
CONSIDERS
MORAL
HARASSMENT:
With the objective of ensuring that
the people who responded to the
survey started off with the same
understanding about moral and
sexual harassment, the specific
questions about each subject were
preceded by their legal definitions.

“The act of embarrassing someone with the intent
of gaining advantage or sexual favors, with the
molester taking advantage of his condition of
hierarchical superior or ascendance inherent
from the exercise of his employment, position or
function”.
In other words; it’s when someone with more
power than you displays an undesirable behavior
of sexual nature, in a verbal, non-verbal or
physical manner with the objective of disturbing
or embarrassing you, affecting your dignity,
intimidating, humiliating or destabilizing you to
the point of affecting your professional growth or
placing your job at risk.
DECREE LAW 2.848
ART. 216-A
OF THE BRAZILIAN
CRIMINAL CODE
CONSIDERS
SEXUAL
HARASSMENT
ON THE JOB:

MORAL AND SEXUAL HARASSMENT:
C Y C L E O F
R E P E T I T I O N
A N D P R E V A L E N C E

9 0 % O F W O M E N A N D
7 6 % O F M E N W H O
R E S P O N D E D C L A I M E D
T H A T T H E Y A L R E A D Y
S U F F E R E D S O M E T Y P E
O F M O R A L O R S E X U A L
H A R A S S M E N T .
Base “Women”: 959 | Base “Men”: 441 | Q: "In view of this definition, would you say that you have already been morally harassed at work, whether it be at your current workplace or in previous places that you worked linked to the Communication
Industry?" OR "In view of this definition, would you say that you have already been harassed sexually at work, whether it be at your current workplace or in previous places that you worked linked to the Communication Industry?"
Nine out of ten women and nearly eight
out of ten men that responded the
questionnaire claimed that they had
already suffered some sort of sexual or
moral harassment. The numbers indicate
that the subject of harassment is not
punctual and cannot be analyzed based
on only a few agencies or companies,
and that it affects all hierarchical levels.
The prevalence of harassment points to
the existence of cultural factors that
can, somehow, have been normalized
with time.

99%
Of the people
claimed that there
are situations of
moral harassment
in their current
work environment.
W O M E N
M E N
89
85
%
%
Say that these situations occur frequently
99% of the professionals who answered the survey claimed that
situations of moral harassment exist in their work environments.
The frequency with which the moral harassment is noticed
reinforces the idea that we are talking about hostile
environments and not only about sporadic episodes. 85% of
men and 89% of women who responded the survey say that
situations of moral harassment occur frequently.
14% of men and 10% of women claimed that situation of moral
harassment occurs sometimes, and only 1% of men and women
said that these situations never occur.
Total base: 1400 | Base “Women”: 959 | Base “Men”: 441 | Q: "In your opinion, the situations involving moral and sexual harassment in the Communication Industry, in general: Moral Harassment"

97%
97% of the
people claimed
that there are
situations of
sexual
harassment
in their current
work
environment.
67
52
%
%
W O M E N
M E N
Say that these situations occur frequently
In the case of sexual harassment, 97% of the respondents claim
that such situations occur.
There is a significant percentage difference between men and
women regarding frequency: among the respondents that
claimed the occurrence of situations of sexual harassment in
their work environment, 52% of men and 67% of women say
that this occurs frequently.
45% of men and 31% of women say that this occurs sometimes,
and 3% of men and 2% of women claim that these situations
never occur.
Total base: 1400 | Base “Women”: 959 | Base “Men”: 441 | Q: "In your opinion, as situations involving moral and sexual harassment in the Communication Industry, in general: Sexual Harassment"

Say that they
were already
harassed by
presidents or
partners
30%
A set of results points to a worrying situation
regarding moral harassment: the presence,
among the respondents, of high percentages
associating the senior managers with
situations of moral harassment. The most
negative aspect of this number is related to
the role represented by the positions that were
analyzed (Presidents, Partners and Vice-
Presidents), responsible for establishing what
is right and wrong and what is inside and
outside of the corporate culture.
When hostility is present in the positions of
greater power and influence, we run the risk of
this being considered normal or part of the
process, thereby contributing towards the
creation of a vicious circle with the potential to
legitimize and perpetuate the existence of
harassment.
Among those interviewed who claimed to have
suffered moral harassment at least once, 30%
say that they were morally harassed by
Presidents or Partners. This number is 41%
among professionals over 40 years of age and
40% among Directors. 22% of the total
respondents claim that they were already
morally harassed by Vice-Presidents.
T H E C Y C L E
O F H O S T I L I T Y
Base "Were morally harassed at least once": 1156 | Q: "Select below what was the position of the person/people who morally harassed you."

22%
Among assistants and interns who claim to
have suffered moral harassment at least once,
22% of Presidents or Partners were pointed as
the molesters.
That is, one out of every five respondents
beginning their careers said that they were
harassed by the main representatives of the
organizations in which they work.
As we look at the higher hierarchical
positions, within the sample, the numbers are
even worse: among the respondents who
claimed that they were morally harassed at
least once, 26% of the supervisors,
coordinators and managers, 40% of the
Directors and 52% of the Vice-Presidents
claimed that they were morally harassed by
Presidents or Partners at some point of their
careers.
T H E C Y C L E
Of Interns say
that they were
already harassed
by presidents or
partners
Base "Assistants and interns" & "Were morally harassed at least once": 283 | Q: "Select below what was the position of the person/people who morally harassed you."

Claim that
they were
already harassed
by directors
63%
Of the
respondents in
director level
positions claim that
they were already
morally harassed
82%
T H E C Y C L E
Base "Were morally harassed at least once": 1156 | Base "Directors" & "Were morally harassed at least once": 221 | Q: "Select below what was the position of the person/people who harassed you morally."
The respondents in upper management
positions appear at the same time as the most
accused of being harassers and those who say
the most that they were already morally
harassed.
Once again, the result points to the idea that
we can be dealing with an endemic situation.
Among the respondents who claim that they
were already morally harassed, 63% say that
they were already morally harassed by people
in director level positions.
This number reaches 71% in the case of
coordinators, supervisors and managers.
On the other hand, 82% of directors claim that
they were morally harassed at least once in
their careers.

W O M E N
M E N
21%
In Client Service
47%
26%
22%
Claim that they
were already
harassed by clients
The cycle of hostility inside the sample
is reinforced by the participation of
clients from the agencies.
Of the total respondents who say that
they were already morally harassed,
22% say that they were already
harassed by clients. 18% claim that
they were harassed by clients from
superior hierarchical levels, and 12%
from equivalent hierarchical levels.
This number is even higher among
client service professionals: 26% said
that they were already harassed by
clients from superior hierarchical
levels, and 22% by clients from
equivalent hierarchical levels
— among male client service people,
these numbers are 47% and 42%
respectively.
Base "Foram assediados moralmente ao menos uma vez": 1156 | Base "Mulheres" & "Foram assediadas moralmente ao menos uma vez": 823 | Base "Homens" & "Foram assediados moralmente ao menos uma vez": 333 |
Base "Homens" & "Atendimento" & "Foram assediados moralmente ao menos uma vez": 146 | Q: "Selecione abaixo qual era a relação hierárquica da(s) pessoa(s) que lhe assédiou/ assediaram moralmente?"

W O M E N
M E N
"I hear sexist jokes
in the work
environment"
89
83
%
%
"I receive embarrassing
comments because of my
physical attributes."
54
34
%
%
The existence of sexist jokes and
embarrassing comments related to physical
attributes is confirmed by men and women.
89% of women and 83% of men agree with
the affirmation that they hear sexist jokes at
work.
Among women, 58% agree that they hear
sexist jokes frequently, while 32% agree that
this happens occasionally, and 10% say that it
never happens.
Among men, 45% agree with the affirmation
that they hear sexist jokes frequently, while
38% agree that this happens occasionally,
and 17% say that it never happens.
54% of women and 34% of men that
responded the questionnaire agree with the
affirmation that they receive embarrassing
comments related to their physical attributes
occasionally or frequently.
Base “Women”: 959 | Base “Men”: 441 | Q: "Considering the situations below, we would like to know how often they happen to you in your work environment."

"My stress and
tiredness are
associated to my
lack of sex."
42
23
%
%
"My opinions are
disregarded in a
project due to my
gender/ orientation."
59
13
%
%
W O M E N
M E N
Still regarding situations that involve sexism,
42% of women and 23% of men who
responded the questionnaire agree with the
affirmation that their stress and tiredness are
related to the lack of sex.
59% of women and 13% of men agree with
the affirmation that their opinions are
disregarded due to their gender or their non-
heterosexual orientation.
Among the respondents with non-
heterosexual orientation, the difference
between genders is even greater: 71% of
non-heterosexual women and 26% of men
agree with the affirmation that their opinions
are disregarded due to their sexual
orientation.
Base “Women”: 959 | Base “Men”: 441 | Q: "Considering the situations below, we would like to know how often they happen to you in your work environment."

55% 75%
W O M E N
IN CREATIVE
DEPARTMENT
Questions related to sexism appear
more strongly among women who
answered the survey and claim to work
in the creative area:
- 55% (versus 42% of the total number
of women) agree with the affirmation
that their stress and tiredness are
related to the lack of sex.
- 75% (versus 59% of the total number
of women) agree with the affirmation
that their opinions are disregarded due
to their gender or their non-
heterosexual orientation.
Base “Women” & "Creative": 123 | Q: "Considering the situations below, we would like to know how often they happen to you in your work environment."
"My stress and
tiredness are
associated to my
lack of sex."
"My opinions are
disregarded in a
project due to my
gender/ orientation."

86% 76%
M E N
Claim to have already
suffered moral harassment
W O M E N
When the respondent is presented with the
definition of Moral Harassment (Labor Law nr.
13.288/02 art. 1 single paragraph) and asked
“Have you already suffered moral harassment
in your work environment?” 86% of women
and 76% of men claim to have already
suffered.
Among women, 6% claim that they already
suffered moral harassment once. 50% claim
that they suffered moral harassment more
than once, but that it is not frequent, and 30%
claim that they suffer moral harassment
frequently.
Among men, 7% claim that they already
suffered moral harassment once. 45% claim
that they suffered moral harassment more
than once, but that it is not frequent, and 24%
claim that they suffer moral harassment
frequently.
Among the respondents who said that they
were not morally harassed, 70% of women
and 68% of men claimed that they already
witnessed situations of moral harassment in
their work environments.
Base “Women”: 959 | Base “Men”: 441 | Q: "In view of this definition, would you say that you were already
morally harassed at work, be it in your current job or in previous jobs linked to the Communication Industry?

51% 09%
M E N
Claim to have already
suffered sexual harassment
W O M E N
When the respondent is presented to the
definition of Sexual Harassment (Law 2.848
Art. 216-A of the Brazilian Criminal Code) and
asked “have you already suffered sexual
harassment in your work environment?”, 51%
of women and 9% of men claim to have
already suffered one of the situations
described.
9% of women and 1% of men claim that this
occurs frequently.
In addition to generalized moral harassment,
women still have another problem to face in
their day-to-day. The results show that the
negative experience of women in hostile
environments is magnified simply by being
women.
Still, we cannot say that this issue does not
affect men, since 71% of those who claimed
that they have not been sexually harassed say
that they have seen this happen to their
colleagues.
Base “Women”: 959 | Base “Men”: 441 | Q: " In view of this definition, would you say that you were already
sexually harassed at work, be it in your current job or in previous jobs linked to the Communication Industry?

MORAL HARASSMENT SEXUAL HARASSMENT
claim to have been
harassed by MEN
claim to have been
harassed by WOMEN
claim to have been
harassed by MEN
claim to have been
harassed by WOMEN
As it was already said, the high
percentages found point to the
hypothesis that moral harassment is
intrinsically related with behaviors
that are considered normal with time
and, in some way, absorbed by the
market.
Among respondents who claim having
been morally harassed, 90% claim that
they were morally harassed by men
and 66% claim that they were morally
harassed by women at some point in
their careers.
Among men who claim having been
morally harassed, 32% claim that they
were only harassed by men; 8% only
by women, and 58% by both men and
women. 2% opted not to answer.
Among women who claim having
been morally harassed, 33% claim that
they were morally harassed by men;
9% only by women, and 57% by both
men and women. 1% opted not to
answer.
In the case of sexual harassment, the
presence of women as harassers is
extremely inferior to the presence of
men: 96% of the respondents who
claim having already been sexually
harassed point men as being
responsible and 10% point women.
Among men who claim having been
sexually harassed, 43% claim that they
women. 2% opted not to answer.
Among women, 93% claim that they
women. A
90%
66
96
10
%
%%
Base "Were morally harassed at least once": 1156 | Base "Were sexually harassed at least once": 538 | Q: "Considering the situations of moral harassment experienced by you until now, who was/were the
person(s) responsible?" | Q: "Considering the situations of sexual harassment experienced by you until now, who was/were the person(s) responsible?"

51%
62%
W O M E N
M E N
The presence of moral
and sexual harassment
also has health-related
consequences.
In the case of moral
harassment, due to its
frequent nature, the
numbers are worrying:
62% of women that
answered the survey and
claim that they were
already morally harassed,
compared to 51% of men
in the same conditions,
claim that they had some
type of health problem
related to harassment.
Among men that
claim to have had health
symptoms stemming from
moral harassment, 74%
refer to anxiety syndrome,
67% to feeling of
uselessness, 61% to
insomnia or excessive
drowsiness, 48% to
depression, 43% to
headaches, 32% to
excessive intake of
alcoholic beverages, 31%
to palpitations or tremors,
30% to lack of libido, 26%
to thirst for vengeance,
26% to digestive
disorders, 23% to crying
crises, 23% to shortness
of breath, 21% to panic
syndrome, 16% to
dizziness, 15% to lack of
appetite, 15% to increased
blood pressure, 15% to
generalized pains and 11%
to excessive drug use.
Among women that
claim to have had health
symptoms stemming from
moral harassment, 75%
refer to crying crises, 72%
to anxiety syndrome, 68%
to feeling of uselessness,
61% to insomnia or
excessive drowsiness, 52%
to headaches, 45% to
depression, 39% to
palpitations or tremors,
37% to digestive
disorders, 33% to
shortness of breath, 25%
to panic syndrome, 23%
to generalized pains, 20%
to reduced libido, 20% to
dizziness, 15% to lack of
appetite, 14% to thirst for
vengeance, 13% to
excessive intake of
alcoholic beverages, 12%
to increased blood
pressure and 5% to
excessive drug use.
Claim to have had some
health-related symptom
Base “Women” & "Were morally harassed at least once": 823 | Base “Men” & "Were morally harassed at least once": 333 | Q: "Have you ever sought any professional help (medical/therapeutic/psychological), presenting symptoms related to or resulting
from situations involving moral harassment?" | Q: "Please point below which symptoms that you presented/have and that were identified as being related to or resulting from situations involving moral harassment."

Average of
6 symptoms per person
ANXIETY SYNDROME
FEELING OF USELESSNESS
CRYING CRISES
HEADACHES
DEPRESSION
CONSUMPTION OF ALCOHOL
SUICIDAL THOUGHTS
SHORTNESS OF BREATH
DECREASE OF LIBIDO
INSOMNIA OR EXCESSIVE
DROWSINESS
There is alarming data for both
genders: 11% of men and 10% of
women who say that they
already had health symptoms
claim that they had suicidal
thoughts. And in this study, eight
respondents claimed to have
attempted to kill themselves.
The average of symptoms
reported was six per person for
both men and women.
Base “Women” & "Were morally harassed at least once": 823 | Base “Men” & "Were morally harassed at least once": 333 | Q: "Have you ever sought any professional help (medical/therapeutic/psychological), presenting symptoms related to or resulting from
situations involving moral harassment?" | Q: "Please point below which symptoms that you presented/have and that were identified as being related to or resulting from situations involving moral harassment."

1931% %
say that they were
victims or a
President or
Partner of the
agency
say that they
were victims
of a client
Among the
women who
claim having
been sexually
harassed:
One in two women who
answered this survey
report having suffered
sexual harassment.
Of these, 56% report
having been sexually
harassed by an indirect
superior and 50% by a
direct superior.
31% claim that they were
sexually harassed by the
President or partner of the
agency. This number
reaches 40% among
women from the planning
area, and 48% among
women over 40.
In addition, 19% say that
they were already sexually
harassed by clients. 16%
claim that they were
already harassed by a
client with a higher
hierarchical level and 9%
from clients of the same
hierarchical level.
S E X U A L H A R A S S M E N T
X - R A Y
Base “Women” & "Were sexually harassed at least once": 496 | Q: "Please select below the hierarchical level(s) of the person/people who sexually harassed you" |Q: "Please select below the position(s) of the person/people who sexually harassed you."

39%
include stories of
PHYSICAL
sexual harassment
78%
include stories of
VERBAL
sexual harassment
Out of the 220 reports
of sexual harassment:
Out of the 959 women who
answered the survey, 395
agreed to voluntarily report
their moral harassment
stories, and 220 agreed to
voluntarily report their
sexual harassment stories.
Among reports of sexual
harassment, 78% refer to
situations of verbal
harassment, which means
that they have already
heard embarrassing or
intimidating insinuations.
39% of women who
reported their stories claim
that they already suffered
physical sexual harassment.
We are talking about
behaviors that often come
close to sexual abuse and,
in some cases, can even be
classified as rape: the
situations reported include
fondling thighs, grabbing
waists, slapping butts and
touching the vaginas of
these women.
It is important to highlight
that any touching of a
person’s intimate parts
with a libidinous intention
is considered rape in
accordance with Brazilian
laws.
Base “Women” & "Were sexually harassed at least once" & "Agreed to report": 220 | Q: "Do you believe that the report of harassment that you just described occurred under which behaviors of sexual harassment below?"
X - R A Y

35%
of women who said they
were harassed already had
health-related symptoms
Sexual harassment also brings negative
consequences to the health of victims: one
in every three women who answered the
survey and claim having suffered this type
of harassment also claim having
experienced health symptoms resulting
from this situation.
Among women that answered the survey
and claim to have been sexually harassed
at least once (51% of the total sample), 35%
report having felt health symptoms
stemming from the harassment.
61% claim having suffered crying crises,
57% anxiety syndromes, 51% feeling of
uselessness, 40% depression, 40%
headaches,
34% palpitations or tremors, 32% insomnia
or excessive drowsiness, 27% digestive
disorders, 26% shortness of breath, 21%
reduced libido, 20% thirst for vengeance,
17% generalized pains, 17% lack of appetite,
16% panic syndrome, 14% dizziness, 13%
excessive intake of alcoholic beverages, 8%
increased blood pressure, 5% suicidal
thoughts and 3% excessive drug use.
CRYING CRISES
ANXIETY SYNDROME
FEELING OF USELESSNESS
DEPRESSION
HEADACHES
Base “Women” & "Were sexually harassed at least once": 496 | Q: "Have you ever sought any professional help (medical/therapeutic/psychological), presenting symptoms related to or resulting from situations involving sexual harassment?" | Q: "Please point
below which symptoms that you presented/have and that were identified as being related to or resulting from situations involving sexual harassment."

MORAL AND SEXUAL HARASSMENT:
S I L E N C E M A I N T A I N S
T H E S T A T U S Q U O

Of women claim
that they never
found support from
women in leadership
positions
Of women claim
that they never
found support from
men in leadership
positions
33 59% %
W O M E N D O N ’ T F I N D
S U P P O R T I N T H E I R
L E A D E R S , E S P E C I A L L Y M E N
The results point to the need for
greater attention to the subject
by leaders, who are not always
perceived as points of support
when it comes to harassment.
The problem exists, but there is
also potential for developing a
closer and more supportive
relationship. 33% of the total
women who answered the
survey claimed that they never
found support from female
leaders when the subject is
harassment. 40% claim that they
occasionally found support and
only 27% claimed to frequently
find support from female
leaders.
In the case of women with male
leaders, the situation is even
worse: 59% of women who
answered the survey claim that
they never found support from
men in leadership positions
when the subject is harassment.
31% say that they occasionally
found support and 10% say that
they frequently found support.
Base “Women”: 959 | Q: "Considering the situations below, we would like to know how often they happen to you in your work environment. I find support from the women with whom I work and occupy leadership positions to talk about harassment related
issues." | Q: Considering the situations below, we would like to know how often they happen to you in your work environment. I find support from the men with whom I work and occupy leadership positions to talk about harassment related issues."

Of men claim that
they never found
support from
women in leadership
positions
Of men claim that
they never found
support from men
in leadership
positions
58 67% %
M E N
D O N ’ T E I T H E R
The fear of being judged, fired or
suffer retaliations creates an
invisible and always present
barrier against denunciations.
Most people agree with
statements that translate
behaviors where silence is the
choice and fear is the motivation:
- 57% of women and 50% of men
that answered the survey agree
with the affirmation that they
silence themselves and ignore any
type of harassment, occasionally
or often, for fear of being judged.
with the affirmation for fear of
being fired.
silence themselves and ignore any
type of harassment, occasionally
or often, for fear of suffering
retaliations.
- Among the men who do not
identify themselves as being
heterosexuals, who represent 20%
of the sample of men, 73% agree
silence themselves or ignore sexist
jokes sometimes or often, for fear
of suffering retaliations.
Base “Men”: 441 | Q: "Considering the situations below, we would like to know how often they happen to you in your work environment. I find support from the men with whom I work and occupy leadership positions to talk about harassment related issues." |
Q: Considering the situations below, we would like to know how often they happen to you in your work environment. I find support from the men with whom I work and occupy leadership positions to talk about harassment related issues."

The fear of being judged, fired or
suffer retaliations creates an
invisible and always present
barrier against denunciations.
Most people agree with
statements that translate
behaviors where silence is the
choice and fear is the motivation:
silence themselves and ignore
any type of harassment,
occasionally or often, for fear of
being judged.
with the affirmation for fear of
being fired.
silence themselves and ignore
any type of harassment,
occasionally or often, for fear of
suffering retaliations.
- Among the men who do not
identify themselves as being
heterosexuals, who represent
20% of the sample of men, 73%
agree with the affirmation that
they silence themselves or ignore
sexist jokes sometimes or often,
for fear of suffering retaliations.
T H E I N V I S I B L E
B A R R I E R O F F E A R
57% 50%
58% 45%
61% 63%
Say that they shut up
and ignore occasionally
or frequently any type
of harassment for fear
of being JUDGED
Say that they shut up
and ignore occasionally
or frequently any type
of harassment for fear
of being FIRED
say that they shut up and
ignore occasionally or
frequently any type of
harassment for fear of
suffering RETALIATIONS
W O M E N M E N
Base “Women”: 959 | Base “Men”: 441 | Q: "Considering the reactions below, we would like to know how often do you practice them in your work environment. I shut up and ignore any type of harassment because I’m afraid of being judged." | Q "I ignore sexist
jokes for fear of suffering retaliations." | Q: "I shut up and ignore any type of harassment because I’m afraid of being fired."

25%
W O M E N
20%
M E N
T H E Y S A Y T H A T T H E Y A L W A Y S
P O S I T I O N T H E M S E L V E S A S B E I N G
A G A I N S T H A R A S S M E N T A N D T H A T
T H E Y A L W A Y S P O S I T I O N
T H E M S E L V E S A G A I N S T
H A R A S S M E N T S U F F E R E D A T T H E
M O M E N T I N W H I C H I T O C C U R S
Only one quarter of the women
and one fifth of the men who
answered the survey agree with
the statement that they always
react right when the harassment
occurs.
The vast majority either does not
do this on a frequent basis or
never do it.
Among men, 20% say that they
always defend themselves right
when the harassment occurs, 50%
say that they defend themselves at
times, and 30% say that they never
defend themselves.
Among women, 25% say that they
always defend themselves right
when the harassment occurs, 53%
say that they defend themselves at
times, and 22% say that they never
defend themselves.
Base “Women”: 959 | Base “Men”: 441 | Q: "Considering the reactions below, we would like to know how much you practice them in your work environment. I don’t accept any type of harassment
and express my disagreement immediately, regardless of the place."

Made anonymous
accusations thru the
company’s hotline
Made formal
accusations to the
company’s HR
department
Commented with
friends/relatives
from work
Commented with
friends/relatives
outside work
W O M E N
M E N
0
1
8
12
59
61
57
66
%
%
%
%
%
%
%
%
Reportedformally
M O R A L H A R A S S M E N T
W H A T D I D T H E Y D O ?
Despite being veiled inside the
corporations, the moral
harassment subject has been
gaining the streets thru the
voice of the victims.
Men and women claim that
they talk about the subject
with their friends and relatives
from inside and outside work.
Among the people who
answered the survey and claim
to have suffered moral
harassment, 66% of women
and 57% of men claim to have
commented about it with
friends and relatives outside
work, and 61% of women and
59% of men claim to have
commented about it with
friends and relatives from work.
On the other extreme, only 12%
of women and 8% of men made
formal accusations to the HR
department of the companies
where they work.
And only 1% of the women
claimed to have made
Base “Women” & "Were morally harassed at least once": 823 | Base “Men” & "Were morally harassed at least once": 333 | Q: "Which was/were your reaction(s) regarding the situation(s) of moral
harassment suffered until now?"

333
32
03
SUFFERED MORAL HARASSMENT
REPORTED FORMALLY
SAW MEASURES BEING TAKEN
823
101
17
SUFFERED MORAL HARASSMENT
REPORTED FORMALLY
M E NW O M E N
Base “Women” & "Were morally harassed at least once": 823 | Base “Men” & "Were morally harassed at least once": 333 | Q: "Which was/
were your reaction(s) regarding situation(s) of moral harassment suffered until now?" | Q: "Were any measures taken as result of your
denunciation or any of your denunciations of moral harassment?" | Q: "What measures were taken?"
This lack of denunciations culminates
in extremely low conversion rated
between occurrences and measures.
Of the 823 women who claimed
having suffered moral harassment, 101
reported (12% of the total). Of these
women, only 17 of them saw measures
being taken (2% of the victims).
According to the respondents, in six
cases the harasser was fired, in five
cases they were notified or instructed,
in four one of the parties was
reallocated to a different project, and
in two cases it was the accusing
women who were fired.
Of the 333 men who claimed having
been harassed, 32 claimed that they
reported (roughly 10%) and only 3 (1%
of the total) said that they saw any
measures being taken.

W O M E N
M E N
2
0
7
3
40
55
38
60
%
%
%
%
%
%
%
%
Reportedformally
Base “Women” & "Were sexually harassed at least once": 496 | Base “Men” & "Were sexually harassed at least once": 42 | Q: "What was/were your reaction(s) regarding the situation(s) of sexual harassment
suffered until now?"
W H A T D I D T H E Y D O ?
When the subject is sexual
harassment, the percentage of
people who talk about or
report is even lower.
Men seem to talk less with
friends and colleagues than
women:
- 60% of women who claimed
to have been sexually harassed
say that they commented with
friends or relatives from
outside of work, and 55% with
friends or relatives from work.
- Among men these numbers
are, respectively, 38% and 40%.
In terms of formal
denunciations, only 3% of
women and 7% of men who
suffered sexual harassment
claim to have contacted the HR
department.
2% of men claimed that they
used the company’s hotline.
Made anonymous
accusations thru the
company’s hotline
Made formal
accusations to the
company’s HR
department
Commented with
friends/relatives
from work
Commented with
friends/relatives
outside work

42
03
02
SUFFERED SEXUAL HARASSMENT
REPORTED FORMALLY
496
18
03
SUFFERED SEXUAL HARASSMENT
REPORTED FORMALLY
M E NW O M E N
Base “Women” & "Were sexually harassed at least once": 496 | Base “Men” & "Were sexually harassed at least once": 42 | Q: "What was/
were your reaction(s) regarding the situation(s) of sexual harassment suffered until now?" | Q: "Were any measures taken as result of
your denunciation or any of your denunciations of sexual harassment?”| Q: "What measures were taken?"
The conversion rates between
harassment and measures takes are
also very low for sexual harassment.
Of the 496 women who claim having
suffered sexual harassment, 18 claimed
to have reported (4% of the total) and
only three said that they saw any
measures being taken (0.6% of the
total victims).
Among the 42 men who claim having
suffered sexual harassment, three
made formal accusations and two saw
measures being taken (5% of the total
victims).

The results of the research indicate that
today the companies seem not to give
enough tools to their employees. 87% of
the respondents said that they don’t
work for companies that provide any
tools to contain harassment.  
12% claim to receive guidance about
moral harassment and 10% about sexual
harassment.
Only 5%, or 77 people out of 1,400 said
that they work for companies with
structured means for reporting
harassment.
The lack of guidance seems to be
somehow correlated with high numbers
of harassment.
Among people who claim to work for
companies that don’t provide any
guidance, 33% claim to suffer moral or
sexual harassment frequently. Among
people who claim to work for companies
that provide some sort of guidance, this
number is reduced to 14%.
87%
Say that they
don’t receive any
guidance about
harassment from
the companies
where they work
Companies that provide guidance
Companies that don’t provide guidance
FREQUENT MORAL OR SEXUAL HARASSMENT
14%
33%
12
Say that they receive
information about moral
harassment
10
Say that they receive
information about
sexual harassment
05 Say that the company has
space for denunciations
%
%
%
Total base: 1400 | Q: "On your job, do you receive any guidance about how to proceed in the event of moral or sexual harassment?"

3 4%%
Claim to know the laws about
MORAL
HARASSMENT
Claim to know the laws about
SEXUAL
HARASSMENT
This lack of guidance, obviously, ends up
influencing the knowledge that people
claim to have about moral and sexual
harassment.
Regarding moral harassment, only 3% of
the respondents claim to have good
knowledge about the laws that protect
them, 27% claim to have some
knowledge, 35% say that they only heard
about it, and 35% say that they know
nothing about it.
Regarding sexual harassment, 4% of the
respondents claim to have good
knowledge about the laws that protect
them, 30% claim to have some
knowledge, 39% say that they only heard
about it, and 27% say that they know
nothing about it.
Total base: 1400 | Q: "Do you know the laws that protect you in case of moral harassment?" | Q: "Do you know the laws that protect you in case of sexual harassment?"

FREQUENCY
+
=
-
M O R A L
H A R A S S M E N T
S E X U A L
H A R A S S M E N T
56%
36%
08%
CONVERSATION
22%
64%
14%
CASES
78%
19%
03%
CONVERSATION
11%
61%
28%
CASES
*
Despite the theme being increasingly in the agenda,
there is no perception that the situation is better.
Most people believe that moral harassment is, indeed,
being more discussed. 56% agree with this statement,
while 36% say that it is the same, and 8% that it is
being less discussed.
The same happens with sexual harassment: 78%
believe that the subject is being more discussed, 19% is
equal, and only 3% say that it is being less discussed.
But even with debates in and out of the market, even
with a new generation that is more engaged and vocal
about the subject, the majority of people think that
the situation is the same.
Regarding moral harassment, 22% believe that the
cases are increasing, 64% believe that they are the
same in terms of quantity, and only 14% believe that it
is decreasing.
Regarding sexual harassment, 11% believe that the
cases are increasing, 61% that they are equal and 28%
that they are decreasing.
It’s not enough to just talk about the subject: it is
necessary to generate deeper knowledge, discussion
tools and, where appropriate, punishment.
Total base: 1400 | Q: "In your opinion, the situations involving moral and sexual harassment in the Communication Industry, in general: Moral Harassment" |
Q: " In your opinion, the situations involving moral and sexual harassment in the Communication Industry, in general: Sexual Harassment"
PERCEPTION OF THE INTERVIEWEES
FREQUENCY

Watch the video
with dramatization
of a few true stories
that were collected
https://goo.gl/Cux3wV
Director: Ivy Abujamra
Production: Dogs Can Fly
Sound Production: Alma 11:11
Actress: Clarisse Abujamra

The first step is given: translated
into alarming numbers and
publicly available, this report
evidences a problem whose
existence was already known.
Thus, there are no excuses for
omission in view of the culture of
harassment shamefully spread in
the communication market,
especially in the ad agencies
universe — but also in production
houses, vehicles, and content
platforms.
The next step of the Planning
Group (GP) is the articulation
with representative entities of the
involved parties: ABAP (Brazilian
Association of Advertising
Agencies), FENAPRO (National
Federation of Advertising
Agencies), Client Service Group,
Media Group, Creative Club,
APRO (Brazilian Association of
Audiovisual Production) and, of
course the ABA (Brazilian
Advertisers Association).
In parallel, GP’s research team is
available to the managers and
leaders of advertising agencies
and clients for conversations
about the learnings and
discussions about concrete
actions.
In the beginning of 2018 we will
have the first Hackaton to pursue
practical solutions by means of a
collective and multidisciplinary
effort, involving not only
communication professionals, but
also psychologists, lawyers,
developers, among others.
But the truth is that some actions
don’t need to wait for anything:
neither Hackaton, nor any
committee in particular.
Following we will present three
initial immediate
recommendations.
Grupo de Planejamento
www.grupodeplanejamento.com.br
gp@grupodeplanejamento.com.br
N U M B E R S H A V E T H E
P O W E R T O T R A N S F O R M

These are 3 recommendations to be adopted immediately by advertising agencies and companies:
They have virtually zero cost and depend only on priority treatment by the managers and leaders.
T H R E E E X T R E M E L Y
S H O R T T E R M A C T I O N S
Position officially
about the subject.
It is recommended that the
agency’s/company’s
leadership distributes this
report internally, and
henceforth declare “zero
tolerance” against harassment
in the work environment —
including offices and
professional events such as
end-of-year parties.
Create and/or
disseminate official
guidance and reporting
channels.
leadership publicize as much
as possible the guidance and
reporting channels. If they
already exist, whether they are
proprietary or from their
holding, it is recommended
that they are widely and
continuously publicized. If
they still don’t exist, it is
recommended that it should
be a priority project.
Produce and distribute
orientation material
about harassment.
leadership provide readily
accessible material containing
the definitions of moral and
sexual harassment, in addition
to easily understandable
examples.
1 2 3

Grupo de Planejamento
www.grupodeplanejamento.com.br
gp@grupodeplanejamento.com.br
S O ?
As we have always said, this first
research about harassment is
only the beginning.
The search is for transformation.
And the invitation towards this
new paradigma is made.
Let’s build it
together?

S P E C I A L T H A N K S
Qualibest
Dogs Can Fly
Alma 11 : 11
Lara Thomazini
Carolina Sangoão
Danielle Meres
Clarisse Abujamra
Ivy Abujamra
Ivan Abujamra
T H A N K Y O U
Altay de Souza
Ana Maria Silva
Carla Alzamora
Dr. Daniel Terrazzan
Daniela Daud
Gabi Terra
Laura Chiavone
Lucia Porto
Dra. Marina Ganzarolli
Paulo Coelho
Pedro Cruz
Pierre Cohen
Priscila Cortat
Renata Lodi
Thaís Fabris

APG Brazil Harassment Survey

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