Statistics on violence against women are worrisome. In Brazil, according to the Brazilian Public Security Forum, 536 women are assaulted every hour

Of the women between 16 and 24 years of age, 66% suffered some form of harassment in the last year.

According to Central Ligue 180, 70% of assaults occur at home.

In 86% of Ligue 180 records, the assaults were committed by males. In most cases, violence happens daily.

So that more women report abuse and ill-treatment, we have launched a campaign close to the International Day to Combat Violence Against Women.

#vctemvoz, of the Special Secretariat for Social Communication – Secretariat of Government/PR (Secom), together with [agency], encouraged women not to remain silent in the event of aggression, using the complaint channel 180 – Women's Service Center – and uses the call to action “Report. You have a voice”.

Our strategy was to show how harmful the silence of women in situations of violence is to society.

The beginning was silent. The duo Simone and Simaria, high expression and far reaching artists, announced the release of a new music video. Then the song was aired, but with one detail: it was not possible to hear the singers’ voices. Despite the strangeness of the situation, the duo continued to invite the audience to watch.

After the clip had already invaded social networks and even television shows, the full clip, with voices, was released. The lyrics explained it all: women should not be silent. The chorus goes: “I will not silence my voice, I will shout for all of us”.

As the clip could not make clear what it was about at the beginning of the action, examples of harassment were hidden, in the format of easter eggs, in some scenes.

The campaign concept was: Violence Against Women. Report it. You have a voice. The way found to talk about it was by taking the voice of very popular Brazilian women. The first were Simone and Simaria, the most famous singer duo in Brazil. When releasing a clip without their voice, it reverberated nationally. The second was Minister Damares Alves who called a press conference and said nothing. The fact caused a reaction in the specialized press - which considered a possible resignation - and, consequently, in the public that was impacted by these stories. In this way, we speak to both the trade and the final public, who were surprised by the Minister's reaction reported by the news, who published their contents without knowing the action.As an iconic authority and with high popularity within the Brazilian context, the strategy had an organic impact on the country's main news outlets.

On 11/25, after the launch of the clip without a voice, the campaign started nationally with merchandising on 1 highly rated TV program. The action was intended to draw the viewer's attention by the silence of its presenters. This strange situation was revealed hours later, in other programs and in a synchronized way with digital platforms. In a period of 7 days (11/25 to 12/1/19): the film was shown on open and paid stations, 152 times and in 1,841 movie theaters throughout Brazil; radios with national coverage performed the spot 75 times; in 7 capitals, 3,036 digital screens carried out vignettes on elevators in residential buildings. The internet focused on high impact actions, with the roadblock and blast format. Audio platforms and social networks explored video format and visibility. The mobile integrated with the DOOH crossing the addresses of the buildings re-impacting with banner the people who watched the video.

The action with influencers resulted in more than 30 million impacts and 721 thousand engagements, with a minimum reach of 1.1 million people. In addition to the influencers programmed in the strategy, many others joined the campaign organically and posted using #vctemvoz and mentioning the song “Amor que dói”. There was even the creation of the challenge # amorquedói challenge, in which a makeup influencer with more than 819 thousand followers spontaneously started a challenge by posting a video of her face all bruised (made with makeup) and citing the campaign's music. The video originally posted by her was viewed more than 2.4 million times and many people joined the challenge, including singers Simone and Simaria themselves.