Brazil's Elas Exportam Program Empowers Women in Film and Series Exports

The 'Elas Exportam' program in Brazil is actively working to enhance the global reach of films and television series produced by companies led by women. This initiative, driven by the Brazilian government, seeks to bridge a significant gender gap in the export sector, which was identified in a 2022 study. The program offers crucial training and networking opportunities, empowering female professionals to navigate the complexities of international markets and elevate Brazilian content on the world stage.

Brazil Launches 'Elas Exportam' to Boost Women-Led Audiovisual Exports

In a proactive move to amplify the global presence of Brazilian audiovisual content, particularly from enterprises spearheaded by women, the Brazilian Ministry of Development, Industry, Commerce and Services (MDIC) unveiled the 'Elas Exportam' training program. This significant initiative was recently spotlighted at the prestigious RioMarket, an integral part of the Rio Film Festival.

The genesis of 'Elas Exportam' can be traced back to a revealing 2022 study which highlighted a stark disparity: merely 14.5% of Brazil's exporting companies had a majority of women among their shareholders. Recognizing this imbalance, the MDIC, under the leadership of figures like Janaína Silva, the Director of Export Promotion and Trade Facilitation, launched the program in 2023. This year marks the sixth edition of the broader 'Elas Exportam' program, but it is the first to specifically embrace the audiovisual sector, a testament to Brazil's commitment to modernizing and diversifying its creative industries.

The inaugural cohort of 14 women, primarily from the prominent production hubs of Rio and São Paulo, commenced their intensive 88-hour online training in July. These participants, comprising owners, executives, and directors from film, television production, post-production, and dubbing companies, are poised to make their mark in the international arena. The curriculum is meticulously crafted, featuring weekly sessions led by local female mentors who possess deep expertise in exporting Brazilian productions. These mentors, including industry stalwarts like Debora Ivanov from Gullane Filmes and Walkiria Barbosa, executive director of the Rio Film Festival and president of FICA, generously offer their time on a voluntary basis, ensuring participants incur no fees. In addition to group classes, the program provides invaluable one-on-one counseling, fostering personalized growth and development.

The training encompasses a wide array of critical topics, ranging from technical aspects such as market intelligence, export operations, e-commerce, financial literacy, and intellectual property rights, to essential socio-emotional skills like strategic positioning, persuasive communication, and pitch delivery. Debora Ivanov lauded the program's curriculum, noting its high quality and unparalleled focus on women in the export sector. Her own extensive experience with Gullane, a company that has successfully distributed its content to over 100 countries and reached audiences in more than 190 through streaming, underscores the potential impact of such initiatives.

Janaína Silva emphasized that 'Elas Exportam' not only cultivates professional expertise but also builds vital networks among women, facilitating collaboration and knowledge exchange. The mentors serve as powerful role models, inspiring new entrants to the international market. The inclusion of the audiovisual sector within Brazil's federal government's 'New Industry Brazil' (NIB) program has been pivotal, allowing the sector to access specialized MDIC initiatives like 'Elas Exportam.' Walkiria Barbosa articulated the broader vision, highlighting the ongoing efforts within NIB to establish a comprehensive program to boost Brazilian audiovisual exports. Recent international successes, such as Oscar wins and nominations for films like 'I’m Still Here' and 'The Secret Agent,' and accolades at Cannes and Venice, have significantly elevated Brazil's brand globally. The next strategic step, as she stated, is to formulate a robust policy for the systematic sale of Brazilian films and series worldwide.

The 'Elas Exportam' program exemplifies a forward-thinking approach to fostering gender equality and economic growth within Brazil's vibrant audiovisual industry. By investing in women's leadership and entrepreneurial capabilities, Brazil is not only diversifying its export landscape but also enriching the global cultural tapestry with its unique cinematic and television narratives. This initiative serves as a powerful testament to the transformative potential of targeted support and mentorship in achieving international success.