• Brand values regarding gender representation

Maria da Penha Institute is an NGO that seeks to fight domestic and family violence against women, promoting actions to help create a free society, with no discrimination or gender-based violence. The founder suffered domestic violence, and her case became known world-wide, inspiring the creation of a Brazilian law which fights that crime.

• Brief

In Brazil, 68% of women claim to know little about the types of domestic violence. Besides that, thousands of women were affected by the confinement, which contributed to the increase of up to 50% of that type of crime. If staying home means having the constant presence of their aggressor, how can we inform those women and encourage them to seek help?

• Objectives

Make the population aware of the types of domestic and family violence (sexual, physical, moral, psychological, and patrimonial), and share the number to report abuse.

• Civil liberties issues

According to WHO, Brazil has the fifth highest rate of femicide in the world. Among the victims of domestic violence, 76.4% claim their aggressor is someone they already know. In spite of Maria da Penha Law, the public agents, especially in the Judiciary, lack the proper preparation to deal with this sort of crime. And to make matters worse, in 2019, Bolsonaro’s government stopped the funding to fight domestic violence.

.

• Gender representation

According to a World Economic Forum report, Brazil dropped from the 67th (2006) position to the 92nd (2020) in the Global Gender Gap Index. Regarding political empowerment, Brazil ranks in the 104th position (2020). In terms of wage equality for similar work, Brazil is ranked number 130 in a total of 153 countries. It’s worth mentioning that the consequences of violence on women go beyond the psychological and physical impacts, since the victims are more prone to unemployment and health issues that affect their work performance. Besides that, according to the World Bank, the costs of domestic violence can add up to 1.2% of the Brazilian GDP, which is around USD 21 billion.

Since people are spending a great amount of their time on streaming platforms, we created something new: 180Play. A platform that uses parts of series, movies and soap operas to help people become aware of the types of domestic and family violence against women.

When we talk about domestic and family violence against women, every single individual is a target, regardless of gender, age or social class. That’s because the more people know about the subject, the bigger the chances of reporting abuse and eliminating that type of crime.

Therefore, our strategy was to use the increase in streaming platforms during the pandemic to attract the general public and create a conversation about the issue.

We released 180Play through social media, digital influencers, media display and OOH, announcing it as a free no subscription needed streaming platform, with a catalogue filled of content from the main players, as Netflix, HBO and Amazon Prime Video.

The users accessed the website thinking they would find a traditional streaming service, but with more advantages. But as they picked a content, they were impacted by a scene which explained in a didactic way a certain type of violence.

180 Play is a project created for Maria da Penha Institute - IMP (the biggest NGO in Brazil for women’s rights) in partnership with UN Women. But why that name? In Brazil, 180 is an exclusive telephone number to report cases of domestic and family violence.

To execute the action, we carried out an extensive film research and selected scenes from big productions that could exemplify the types of domestic violence: sexual, physical, moral, psychological, and patrimonial.

After that, we created a streaming platform from scratch. We used the main companies in the segment, such as Netflix, HBO and Amazon Prime Video, as an inspiration to create the information architecture, user experience, menus, and categories that could help deliver the content in a convincing way.

The platform is available in Portuguese and English, shedding light on the issue not only in Brazil, but also in the rest of the world.

Organically, the action conquered space in the press, appearing on the main means of communication in Brazil and abroad. It also had the support from important digital influencers, which used their voices to call attention online to such an alarming issue. Besides that, the campaign had the support from Maria da Penha, the woman whose life and name inspired the creation of the law that fights violence against women.

In total, there were:

59,872,892 impressions

42 hours of watched content in the platform

R$ 7,611,608 in spontaneous media