Instituto AzMina: #Nipple Freedom

AzMina, a Brazilian feminist magazine and NGO, created a campaign encouraging women to stand up to sexism by using a Facebook tool to post pictures of nipples on the social network (which is not permitted).

Campaign details

Brand: Instituto AzMinaAgency: J. Walter Thompson BrazilRegion: LATAM

Objectives

To help women engage against gender inequality on the platform, we became cyber activists and provided a tool that outsmarts Facebook's censorship algorithms in an innovative way. When you post pictures in sequence on social media, automatically, an album in mosaic form is created on the timeline. So, we used it to our advantage: by cutting a picture of a woman's nipple in 4 pieces. The combination of the pictures formed an image of a breast that bypassed Facebook's "Nipple Ban" algorithms, quickly generating...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands