During the International Women’s Day, we turned real reports of violence against women into tweets and we posted them every 7 minutes, as they happened.

Using Estadão’s profile on Twitter, we posted a report of violence against women every 7 minutes. The campaign started at 12:00 am on March 8. It was the exact time in which we tweeted our first report: "After a fight, woman is beaten up and has her nose and teeth broken". The second report was at 12:07 am. The third at 12:14 am. And it went on all day long. At the end of 24 hours, we had 205 reports of women that suffered abuse.

For hours, #7minutes1report ranked 1st on Twitter. Views on @Estadao increased 152% on the day of the campaign. The hashtag had 977 million impressions, 30 thousand tweets and 23 thousand retweets. Celebrities, politicians, feminists and women’s right activists spontaneously embraced the cause. Many websites in Brazil published articles talking about the idea, and we got over R$ 2 million in earned media, without spending a cent. And most important: people realized that March 8 is a day to fight for women’s rights and more women felt encouraged to finally share their stories of abuse.

Brazil has one of the largest numbers of battered women in the world. According to the Women's Assistance Hotline (Dial 180), every 7 minutes a woman reports an abuse in Brazil. It is a number that shows us how women are still far from being respected. But when and where should we tell people such information? On the day that everyone says nice things to women: International Women’s Day. And the perfect place to do it was on Twitter for a very simple reason: it’s the only social network that has a chronological order, which helped us to tell the story that every 7 minutes a woman reports an abuse.

Every day, the Women's Assistance Hotline (Dial 180) receives 205 reports of abuse, which means 1 report every 7 minutes. That was why Estadão, an important newspaper in Brazil and positioned as a brand that promotes discussions for making a better future, has decided to talk about the problem on International Women’s Day. Estadão’s goal was to make people realize that March 8 is a day to fight for women’s rights, thereby making the newspaper's position even stronger for millions of readers.