"Songs of Violence" as an idea whose very existence depends on the creative use of data. We used shazam to identify songs that promote gender-based violence and then match them to actual testimonials of women who suffered identical abuse.

We started came up with a list of real songs that contained violence against women on it's lyrics, according to Brazil's Federal Law 11340. They were all tagged according to the lyrics content and the laws statements.

Disque Denúncia gave us real stories to be shared. These testimonials were crossed with the list of hudreds of tagged songs, matching the stories to the song lyrics.

It was time for some media intellingence: each song was given it's own testimonial. This way, matching lyrics and real abuse story would only appear together. And people would listen to a real story that would fit the lyrics of the song they intended to hear.

Brazil is a mobile country: an average count of two devices per habitant, being at least one a smartphone. Despite expressive numbers, tech companies like Shazam still don't have local offices, what made negotiation quite difficult, beyond barriers of language and distance.

It was a brand new media format that required a few months of testing.

Placement period: April 4th 'till May 5th 2016, directed to the biggest cities in Brazil: São Paulo and Rio de Janeiro. These are the area that hold 68% of Shazam users in the country, guaranteeing an impact of more than a 1MM users on both Android and iOS devices.

High engagement level: the message was really relevant and in the context of the media.

63% of the users who clicked the banner listened to the testimonial

Only 6% of the users proceeded to downloading/getting/streaming the song after listening to the testimonial.

Direct impact in over 1MM users.