Woman Interrupted: Woman Interrupted App

Brazil's Mobile app Woman Interrupted generated downloads and awareness for the app with the help of display media, social media mobile formats and an exclusive Spotify partnership.

Campaign details

Brand: Woman InterruptedAgency: BETC/HavasRegion: LATAM

Objectives

The objective of the Woman Interrupted App is to generate awareness and more debate around Manterrupting. The innovation also aims to raise awareness in the male audience, who often do not recognize their behaviour. In 2014, a study by researchers at the George Washington University (USA), published in the Journal of Language and Social Psychology, pointed out that women are significantly more interrupted than men. This phenomenon is interpreted as one of the demonstrations of gender inequality. At first glance, it may seem like a small problem,...

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