Instituto Maria da Penha: Clocks of Violence

Instituto Maria da Penha (IMP), a Brazilian non-profit for victims of domestic violence, raised awareness of the issue in a 24-hour activation that gained 177 million impression in 24 hours.

Campaign details

Brand: Instituto Maria da PenhaLead Agency: F.bizRegion: LATAM

Strategy

Objective

Brazil is the fifth most violent nation in the world for women, where there is a physical or verbal assault every two seconds, on average. On March 8, 2017, International Women's Day, one of the most respected Brazilian research institutes published a study on violence against women in the country.

Surprisingly, there was very little media coverage on the subject: only two major news companies reported it. Because of it, our goal was to draw the media's attention to the data gathered by...

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