The fight for gender equity is filled with statistics, policies, and progress reports. Governments, institutions, and companies boast about achievements, while media coverage highlights advancements. But beneath these narratives, a crucial issue remains: despite all the conversations, too many questions remain unanswered.
That’s where “Las Respuestas que Faltan” (The Questions That Remain) comes in—a campaign that challenges the way we talk about gender equity by exposing the gaps that still exist. Using AI as a starting point, we asked one simple question:
“If AI truly spoke about gender equity, what would it say? But more importantly, what are we still missing?”
The answers were eye-opening—not because of what the AI knew, but because of what it couldn’t answer. And that’s where the real challenge begins.
“If even artificial intelligence can recognize that there are missing answers, how can we, as a society, continue to turn a blind eye?” says Oscar Solano, VP & Chief Creative Officer at SHIFT Porter Novelli. “This is a call to the media, institutions, and governments to stop treating gender equity as a topic for discussion and start treating it as a responsibility.”
When even AI admits it doesn’t have all the answers
Artificial intelligence is designed to provide answers. It aggregates data, processes information, and presents facts. Yet, when asked about gender equity, its responses revealed something bigger than numbers: the depth of the silence, the absence of solutions, the undeniable truth that even AI recognizes the gaps we’ve left unaddressed.
- Women in Costa Rica still earn 27% less than men. Why does this gap persist?
- Only 15% of gender-based violence cases go to trial. What’s stopping justice?
- Women represent over 50% of voters but hold less than 40% of high-power positions. Where is the real representation?
“We’ve spent years reporting on gender disparities, but awareness alone does not create change,” explains Gabriela Piedra, Senior Vice President at SHIFT Porter Novelli. “‘Las Respuestas que Faltan’ turns gender equity into an ongoing demand, ensuring that media coverage is not just informative but also accountable. We are pushing for journalism that doesn’t just highlight issues but actively questions why they haven’t been solved.”
If AI—built to know everything—recognizes missing answers, then how can institutions, governments, and society continue to overlook them?
A campaign that becomes a call to action
“Las Respuestas que Faltan” is more than a question—it’s a commitment. A commitment to demand answers where silence has ruled for too long.
This campaign goes beyond social media and digital activations. It transforms into a journalistic standard, a media commitment, a cultural shift. From now on, every news piece covering gender-based violence, salary gaps, or systemic inequality will carry a new stamp:
“Las Respuestas que Faltan”—Because reporting is insufficient if we don’t challenge what remains unresolved.
By partnering with major news outlets, including Noticias Repretel and Matices, we ensure that every gender-related issue remains visible, questioned, and pursued until real answers emerge.
“There is no justification for gender gaps and inequality to persist when the facts are clear,” says Rodrigo Castro, CEO of Garnier PR Digital Group Latam. “As a communications firm, we believe in the power of storytelling to drive change. With ‘Las Respuestas que Faltan,’ we’re not just telling a story—we’re challenging the system to provide answers and, more importantly, real solutions.”
Disrupting the narrative: beyond recognition, towards resolution
Too often, gender equity campaigns focus on awareness, on recognizing the problem. But recognition is not enough if it doesn’t lead to resolution.
That’s why SHIFT Porter Novelli created this campaign—to disrupt the passive narrative of “we’re making progress” and instead demand:
- Who is responsible for answering these questions?
- What actions are being taken to close these gaps?
- How do we ensure that these answers lead to real change?
Because gender equity cannot be measured by policies alone. It must be measured by the voices we refuse to silence, the injustices we refuse to normalize, and the responses we refuse to stop demanding.
“This campaign is not just about exposing gaps in gender equity—it’s about forcing a shift in how we address them,” reiterates Oscar Solano. “We are challenging leaders, decision-makers, and society as a whole to stop treating gender equity as a trending topic and start treating it as an urgent, unfinished mission.”
More than a Campaign—A permanent standard
This is not a one-time campaign. “Las Respuestas que Faltan” is set to become a permanent fixture in media coverage, policy discussions, and public conversations.
Whenever you see the stamp, know that it marks a story where questions still remain unanswered—where justice, representation, and true equality have yet to be fulfilled.
Because as long as we keep asking, it means the answers still aren’t here.
By SHIFT Porter Novelli Latam
