During seasonal dates, brands often employ emotional discourse, largely focused on gifts, but Santander saw an opportunity to innovate and do something different by addressing one of the main problems in our country: the gender pay gap, which currently stands at 21%. How can we encourage a fairer world and better living conditions for women? Therefore, it served as a platform for an unprecedented discussion about wage inequality in the mainstream media, with Santander offering a 21% discount on various bank services exclusively for women. Going beyond the date, Santander decided it's not enough to just acknowledge a debt, it needs to be paid. In such a challenging scenario, it's important to move beyond the realm of advertising and take real actions to continue the fight for gender equality. Recognizing the need to impact the reality of mothers, we knew it was important to uphold a discourse built by Santander in the struggle for gender equality, which originated from within the organization. With a bold proposal, Santander decided to address this debt and offer special conditions for women, doing something financially relevant for them. In these special conditions, the bank eliminated the gap, ensuring that wage disparity was transformed into equity in Santander products. During the campaign, Santander faced numerous misogynistic attacks on social media. However, this became a reason for the bank to embrace the cause even more, not giving up on the initiative or reducing efforts and investments. Quite the opposite.