Client: Themis (NGO)
AD: Cristiano Schmitz
My Role: Concept, Copywriting
AD: Cristiano Schmitz
My Role: Concept, Copywriting
BACKGROUND
Brazil has one of the highest femicide rates in the world. According to the UN, the country ranked fifth in 2017. Despite these shocking statistics, there’s a striking contrast: Brazil’s pop music is famous for celebrating women. Songs like "Carolina", "Natasha", and "Anna Júlia" are widely known, and many Brazilians can sing them by heart.
Brazil has one of the highest femicide rates in the world. According to the UN, the country ranked fifth in 2017. Despite these shocking statistics, there’s a striking contrast: Brazil’s pop music is famous for celebrating women. Songs like "Carolina", "Natasha", and "Anna Júlia" are widely known, and many Brazilians can sing them by heart.
IDEA
We silenced songs with female names on the radio and replaced them with ads featuring the true stories of victims who shared those names. These spots aired during the musical broadcast on International Women’s Day, reaching over 3 million people.
We silenced songs with female names on the radio and replaced them with ads featuring the true stories of victims who shared those names. These spots aired during the musical broadcast on International Women’s Day, reaching over 3 million people.
CASE STUDY
RADIO SPOTS
Themis is a non-profit organization that offers legal aid to women. They were among the organizations that debated and proposed the Maria da Penha Law.
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