THEMIS

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SILENCED WOMEN

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THEMIS → SILENCED WOMEN →

Role:

Concept, Copywriting

Deliverables:

Radio

Creative Team:

Cristiano Schmitz, Jacques Fernandes

Brazil has one of the highest femicide rates in the world. In 2017, the UN ranked it fifth, with a woman murdered every two hours. For International Women’s Day 2018, we created an activation to highlight these silenced victims in partnership with Themis, a non-profit that provides legal aid to women.

Context

Brazil’s popular music is famous for celebrating women. Songs like "Carolina," by Seu Jorge, “Anna Júlia", by Los Hermanos, and “Natasha”, by Capital Inicial are widely known, and many Brazilians can sing them by heart.

Album cover featuring a person wearing a white mask with colorful designs and red hair. The text 'Los Hermanos' appears, and the album title 'Hermanos' is visible.

130,000,000 streams on Spotify

The image shows a music playlist screen with a song titled 'Capital Inicial' by Natsha playing. The background features a band performing on stage, with a lead singer holding a microphone and other band members playing guitars and drums under stage lights.

65,000,000 streams on Spotify

A music player screen displaying the song "Carolina" by Seu Jorge. The album cover shows a young man in a colorful shirt and black beanie holding a black cat, with a patterned background.

35,000,000 streams on Spotify

Insight

Despite the music success, dozens of Ana Júlias, Carolinas, and Natashas are still murdered every day, victimised by feminicide.

News headline and article about a pregnant woman shot dead in her home in Florianópolis, Brazil, with details about the victim, Ana Julia dos Santos, and the suspect, her ex-boyfriend.
News headline about a woman shot inside her home in Jacarepaguá, Rio de Janeiro, with detailed report and suspect information.
News headline about the murder of dancer Carolina de Souza Vieira in an apartment in the south zone of São Paulo on April 11, 2015.

IDEA

The phrase 'SILVER WINGS' written in a stylized, textured font with distressed appearance, mirrored horizontally.

A radio campaign that silenced popular songs with female names and replaced them with true stories of murdered women with the same names.

Empty white space with no visible objects or details.

STARTING POINT

Mapping cases
& names

I first started listing 36 hit songs with women's names across Pop, Rock, Samba, Sertanejo, and Rap, and crossed them with real feminicide cases. With those cases, I wrote the radio spots.

RADIO SPOT

You would now listen to Carolina, by Seu Jorge. But today, she was silenced. Same as Carolina, murdered in her own house by her ex-boyfriend in November 2015 in São Paulo. Every year, thousands of Carolinas, Natashas, Iolandas, and Therezinhas are silenced, victimised by feminicide. Do not let this happen. This cause needs your voice. Call 180 to report. A Themis campaign.

Case Study

In Numbers

•

In Numbers •

36

Radio spots based on true stories

20

Partner radios

+3MM

Impacted audience during the IWD 18

Digital abstract design with two cylindrical shapes intersecting, blending purple and pink colors against a gradient blue and pink background.
Three young girls forming a heart shape with their hands in a bright, decorated room.

MSD