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From Unemployed Mothers to Construction Workers
“I am thrilled to have achieved this. For me, for my career, this training is very important.” These are the words of Rosemary Nericy Dantas Silva, newly certified in the Real Estate Painter course, capturing the sense of accomplishment that filled the night of September 12, 2024, at the Leonel Brizola State School in João Pessoa. The “CBR for Elas” event, promoted by the Social Coordination Unit of the João Pessoa Sustainable Program, brought together women from various communities in the Beira Rio Complex (CBR) to celebrate an important milestone in each of their lives. The Beira Rio Complex includes the communities of São Rafael, Tito Silva, Vila Tambauzinho, Brasília de Palha, Cafofo Liberdade, and Padre Hildon Bandeira, located along the banks of the Jaguaribe River, as well as the Santa Clara and Miramar communities, located on nearby hills.
Rosemary, from the Padre Hildon Bandeira community, expressed her joy in showing her certificate. “I ask and believe that the City Council will continue with these projects,” she added, expressing her hope that other women can also transform their lives through similar programs. The event was more than a certification ceremony; it was a testament to the impact of the João Pessoa Sustainable Program’s women’s empowerment initiatives, with a series of activities aimed at connecting women, enhancing skills, and fostering opportunities.
Joelma Medeiros, the program’s social coordinator, explained the importance of “CBR for Elas”: “Seventy percent of the at-risk population in the Beira Rio Complex consists of female heads of household. Often, these women are the primary breadwinners. Therefore, investing in skills that empower these women and change their trajectories is essential,” she said.
In the Beira Rio Complex, of the 2,108 resident families, two-thirds are female-headed, and among them, more than half are unemployed – that is, 363 according to the most recent records. These figures underscore the importance of training and creating employment and income opportunities for women’s empowerment in the area.
The Real Estate Painter course is organized by the program in partnership with the National Service for Industrial Learning (Senai). Adriano Lins, director of Senai João Pessoa, emphasized the importance of this initiative: “I want to congratulate the warriors who managed to complete the course. We have organized partnerships for over six groups, so it’s now up to you.” Besides this course, the Beira Rio Complex Territorial Development Plan provides for additional classes in painting, electrical work, and tiling. The activities were chosen according to local market demand, particularly the hiring needs expressed by the construction companies involved in the program’s initial projects.
The course’s impact on participants’ employability is already evident, as in the case of Maria Joceline da Silva Marques, a social worker from the Brasília de Palha community. She was hired by Uchôa, one of the companies building the housing complexes in the program. “Finding work in the area we trained in is very rewarding,” said Joice, as she is better known, highlighting the value of training policies that promote local hiring. Another 14 women from the CBR have already been employed by construction companies through program initiatives. This demonstrates the City Council’s and IDB’s commitment to leveraging the job market created by the program’s projects to promote the employability of women and other residents, particularly in the construction sector.
The publication Evidence on Labor Market Policies and Implications for Brazil: Professional Qualification highlights how professional training is a critical element for workers to access quality jobs. However, in Brazil, as in other Latin American and Caribbean countries, many people lack proper training and fail to develop the skills required by the labor market.
More Work Fronts for Greater Community Impact
In addition to training in the civil construction sector, the João Pessoa Sustainable Program’s social team is committed to expanding partnerships to promote women’s inclusion in the labor market. A significant example is the collaboration with the Federal University of Paraíba (UFPB) through the “Women’s Thousand” project, which offers training to women over 16 in economic and social vulnerability. CBR residents can access a manicure and pedicure course in 2024, with new options in 2025, such as elderly care and digital inclusion.
The program is also working to include other vulnerable profiles, such as young community members or low-income heads of households. For example, after an active recruitment process and support for interested candidates, 30 CBR residents were hired by Reurbaniza, the company tasked with operationalizing land regularization in the area, as census takers. Another example is the 15 CBR youth currently participating in the Senai’s Young Apprentice program, working as administrative assistants in local companies.
Created to reduce urban inequality and modernize urban planning and service provision, the João Pessoa Sustainable Program has a total investment of $159.4 million. From its inception, it placed gender inclusion at the center of its design as a crucial factor for social equity, through initial training for City Council teams (see Gender and Walkability Safety Audit: João Pessoa’s New Program with an Inclusive Perspective).
A tangible result of this approach is the inclusive architectural line adopted by the program in housing projects for the Beira Rio Complex (see Gender Architecture in Social Housing Projects: The Case of João Pessoa), which aim to create urban environments that consider the specific needs of vulnerable groups, ensuring the safety and well-being of women, the elderly, and other populations.
Another clear example of this approach is the João PessoaS – Inclusive and Diverse City project (see A New Perspective on Gender Inclusion and Diversity for the Metropolitan Civil Guard and Public Agents in João Pessoa), which has trained over 300 public agents, including metropolitan civil guards, on gender, race, disability, and sexual diversity issues, and continues to raise awareness of these topics through its knowledge-multiplying agents.
For more information on gender inclusion in urban spaces, be sure to access the Intersectional Practical Guide for More Inclusive Cities by the IDB.
