Client: Themis (NGO)
AD: Cristiano Schmitz
My Role: Concept, Copywriting
AD: Cristiano Schmitz
My Role: Concept, Copywriting
BACKGROUND
Brazil has one of the highest rates of femicide in the world. According to the ONU, the country ranked fifth in 2017, with one life lost every hour and a half. Despite the shocking statistics, this tragedy has an upbeat side: Brazil's pop music is well-known for celebrating women. Many people have heard and know songs like "Carolina," "Natasha," and "Anna Júlia."
Brazil has one of the highest rates of femicide in the world. According to the ONU, the country ranked fifth in 2017, with one life lost every hour and a half. Despite the shocking statistics, this tragedy has an upbeat side: Brazil's pop music is well-known for celebrating women. Many people have heard and know songs like "Carolina," "Natasha," and "Anna Júlia."
IDEA
We silenced songs with female names on the radio and replaced them with radio advertisements with true victims' stories that matched the same 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 radio advertisements with true victims' stories that matched the same 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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