TIM: Silent Hit

Brazilian telecom firm created Silent Hit, a purpose-driven campaign to communicate brand values of diversity and inclusion, create mass awareness of gender-based violence and encourage women to speak up about abuse.

Campaign details

Brand: TIMAgency: BETC HavasRegion: LATAM

Strategy

Objective:

TIM is one of the largest telecoms in Brazil, and since 2020 brand purpose has become a fundamental part of their activity.

In Brazil, a woman is harassed every second, and the sad part is that 93% do not report the aggression, it is a societal problem that has far reaching consequences.

No surprise there, women are afraid to speak, in big part, because they don't feel supported by their entourage and society. Fear, shame, and the feeling that there is full impunity towards the perpetrators...

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