Conectas Human Rights is an NGO that develops important work within Brazilian prisons. They follow up and demand from the government improvements in the penal system, for both female and male inmates. Regardless of being much less numerous than the male prisons, female prisons have the same lack of infrastructure. Less than 3% of the female prisons have childbirth infrasctructure, a really small percentage have access to gynecologists and even the basic hygienical material is not provided. Proportionally speaking, women are even treated worse when compared to men. They're just 7% of the male inmate population, but equal pain is guaranteed. Conectas asked us to show this reality to the population and we thought that it could be more impactful to talk about these subjects when people (especially women) are more emotional about the gender subject: Women's Day.

There is no media regulation that prohibits the launch of such material. Mass media just doesn’t give much space to the female prison theme because it doesn't seem to be a seductive theme for their audience.

Conectas was so excited about the campaign approach that they decided to tranform it into a post and an infographic. Both of them were posted on their social media and were one of the most liked and shared pieces of their fanpage ever.

Brazilian law treats men and women equally. But the reality is a bit different, especially regarding Brazilian prisons. The penal system is built for men and the incarcerated women most of the time don’t have their basic needs satisfied. That's the importance of such a campaign: to show that these women suffer and, more than that, to show that some of their necessities are different. They need sanitary pads, they need to breast feed their children and need gynecological assistance.

During Women's Day a lot of messages celebrating women are published. We though that it might be impactful to remember that on this day, some women wouldn't be celebrating. That's why we decided to publish 3 ads talking about different problems that the female inmates suffer at Brazilian prisons (lack of hygienical basic material, lack of maternity assistance and lack of public defenders) and try to call attention to this problem that doesn't receive enough media coverage and therefore is ignored by the majority of the population.