Cannes Lions

VICTIMS OF FASHION/FASHION WITHOUT FEAR

F.BIZ, Sao Paulo / MARIA DA PENHA INSTITUTE / 2014

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Case Film
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Case Film
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Case Film
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Overview

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Overview

Description

A survey from an important Brazilian Institute, IPEA, revealed that 65% of Brazilians agree that the type of clothing which a woman wears justifies rape. This number caused outrage on social networks, and resulted in official statements from President Dilma Rousseff.

Due controversy over the extremity of this number, the percentage was corrected to 26%.

The Maria da Penha Institute, which fights violence against women, decided to act quickly by broadcasting an indignant message aimed at spreading awareness about the issue. But with a limited budget, it was necessary to find a creative, simple and virtually costless solution, with potential for huge impact and the possiblity to go viral.

For that, we decided take advantage of the space on storefront windows by creating what seemed to be traditional sales stickers - but when looked at closely, had a message exhibiting strong disapproval of this kind of violence.

Since we needed to generate PR in order to inspire other store owners to join the cause, we chose Brazil’s most prominent fashion street to launch the campaign, Rua Oscar Freire. The stickers quickly received extensive coverage by the media. And in a guerilla-action on the Fashion Week event, several international top models spontaneously joined the cause.

Through the campaign, thousands of people were reached, and hundreds of stores joined the cause by downloading the sticker for free on the campaign website www.essamodatemqueacabar.com.br.

Execution

In order to generate attention, we chose to take advantage of the attraction people normally have for sales and we have created what seemed to be traditional sales stickers - but when examined closely, displayed a message spreading disapproval of this kind of violence.

The initiative began on a weekend in Brazil’s most prominent fashion street, the busiest days for that area, and immediately inspired people to share their outrage for the survey results on social networks. Celebrities passing by also decided to join the cause.

After receiving extensive media coverage by newscasts, websites and other important communication vehicles, the campaign made it to Fashion Week, the most important fashion event in Brazil. With a smaller version of the sticker that could be placed in the women’s clothes during the event, the cause was joined spontaneously by several international top models.

Outcome

Media coverage in major newscasts, websites and communication channels. Features in the biggest event in Brazilian fashion: Fashion Week. Participation by celebrities and international top models: Ana Claudia Michels, Raica Oliveira, Mariana Weickert, Yasmin Brunet e Guisela Rhein, contracts representing over $660k USD. Hundreds of stores joined the cause by downloading the sticker on the campaign website and spreading awareness throughout the country at no cost. With an initial investment of just $1.3k, we had huge returns: $1.1 million in media exposure—impacting more than 9.6 million people through the media, and visibility to millions more directly on the streets.

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2021, MARIA DA PENHA INSTITUTE

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