Brazil political and social scenario today is marked by conservatism. Minority groups such as LGBTQ+ and women are losing important rights, like the freedom to be who they are. Women are expected to have a certain conduct – 30% of men believe that a woman that dresses provocatively cannot complain if she’s raped. Victim-blaming and slut-shaming reinforce the rape culture installed in the society: that’s why most of the victims do not report it. Most of women live in fear everyday: 85% are afraid of sexual violence. When a rape happens, the first thing that goes through people's minds is to question whether the woman is actually speaking the truth. It’s clear that there is a stark contradiction in the country: while women are more educated and there are laws that ultimately favor them, there is a rooted sexism that puts women in an inferior position, encouraging men to think they own their body and soul. We then had 3 big challenges: challenge the rape culture, generate understanding of the problem and create an undisputed solution that would not generate doubts that women are telling the truth.

Women have already earned the right to go out alone to have fun. But violence against women is still a reality. In Brazil, a woman is raped every 10 minutes.

One of the most common scams is to tamper with the victim’s drink with drugs known as date rape drugs. They attack the central nervous system causing loss of consciousness and amnesia. The abuser generally approaches the victim in night clubs, offering an already contaminated beverage. Considered a heinous crime, sexual abuse committed with the use of drugs is punishable by law, with a sentence of 8 to 15 years of imprisonment.

This type of crime faces a number of obstacles to be investigated. Many of the victims don't even remember what happened. Less than 10% of the victims report the crime, also ashamed by the possible judgement or because they fear people will not believe them.

The biggest obstacle is social. According to UN Women, the culture of rape creates a trivialization of sexual violence, justified by statements like: "women shouldn’t go clubbing alone". Sexual violence against women is normalized in the media and popular culture, generating an astonishing statistic: 85% of women fear sexual violence.

We created a package against crime: an accessory and a music video. A tool to empower women to uncover the crime and a powerful message reverberator. To convey the right message we invited Malia, an activist and one of the most promising singers of the new generation in Brazil, to specially compose and sing an anthem to raise awareness of the problem. Desperta, the nail accessory, was designed to detect the presence of substances of the AMINES class, that is, compounds containing nitrogen in their chemical structure, present in all the date rape drugs. The music video here has three roles to fight this very serious social issue: decrease the crime incidence by scaring off predators, popularize the science and bring new allies to the cause – using the available formula for mass production, protecting as many women as possible.

Our strategy was to hack different systems: rape culture, the silence and the distribution. Hacking rape culture: We created a discreet tool against crime, that does not put the woman in a dangerous situation when testing her drink. DESPERTA also serves as the means to validate that the woman is telling the truth. No more victim-blaming. Hacking the silence: Spiked Drinks have been subject of some news coverage, but remains a silent problem because most of the victims feel ashamed to talk about it. We brought a positive perspective reaffirming the right of women to have fun and be respected, creating an exclusive song with an artist.Hacking the distribution: as a content distribution company, we gave voice to the problem, created the solution and we want this product to reach as many women as possible – that’s why and are now offering the formula to companies interested in producing it.

We needed to reach two targets: women who want safety, but also men, specifically potential predators.

We used UMG social platforms to launch the campaign, focusing single women, interested in nightlife and drinking, in the main capitals where the crime is most committed, with a main focus on Thursday to Saturday, when most people go out at night. We used Facebook and Instagram Stories to generate engagement and sharing. We explored YouTube’s affinity for viral music videos to reverberate the message.

We also used Gameloft to target younger women, considering most of the potential victims are single.

Using the data of people who commented the posts and the tagged people we created a look-alike audience, increasing the reach.

All visitors in the website were tagged to build a custom audience for the second wave of the campaign to launch the final products.

We have already reached more than 1MM people with an impact of 12MM on UMG's Facebook. With more than 280K of visualizations on YouTube (in only 3 days). It’s n°1 in engagement on UMG's YouTube Channel, beating most great artists and multimillionaire productions.

We have also had surprising quantitative results. The negative comments were almost zero, with 99,5% of positive feedback on YouTube and Facebook.

The level of engagement was also high: 60% of the people tagged family and friends; more than 83,5% liked the post and shared it. Besides that, we've had more than 50,000 clicks on the campaign website.

We also believe that we've achieved a result that can't be measured by the social platforms: imagine how many criminals impacted by the music video will think twice, knowing that now they could get caught.