The idea was to bring to light a fact that nobody sees: the blaming of the victim of aggression and her clothes. To do that, we wrote messages of empowerment o models' bodies with a paint that is only visible in photos taken with flash, in order to surprise journalists and influencers in the audience.

We wrote messages of empowerment on models' bodies with a paint that is only visible in photos taken with flash. The messages referred to the way they were dressed: "Cleavage is not an invitation", "Showing skin is not teasing", "My skirt is not permission" and "I dress myself like I want to", impacting hundreds of journalists and influencers who were covering the event.

The campaign called the attention of the media, including the most important fashion magazines in Brazil. We had 8.900.669 impressions only 3 days after the activation, 366.000 reais in earned media and the most important: people finally started to talk about the problem that many couldn't see.

- Researches for the term "sexual harassment" has grown exponentially on March.

- The number of reports of sexual harassment in public transportation in São Paulo has grown 850% compared to the same period of last year.

- Views on our website estadao.com has grown 34,4%.

- 67,8% of the new users came without paid media. This shows us the power of our brand, that has credibility and supports causes of public interest.