Health and Wellness > Health Awareness & Advocacy
HAVAS LIFE, Sao Paulo / UNIMED / 2018
Overview
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Unimed SJRP's hospital is a reference in its area. It is literally the 1st place an abused woman would go for assistance. By embracing the cause of denouncing domestic violence, Unimed SJRP is in a unique position to go beyond healthcare, support the victims, spark a debate and inspire change.
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BriefWithProjectedOutcomes
In Brazil, a man who physically abuses a woman (even when he is denounced and convicted) has his image protected by law. His face cannot be exposed publicly.
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Make-up is a symbol of femininity.
But in real life, many women resort to beauty products to hide the aggression from the night before.
We turned it around. For the first time, make up is not be used to hide the aggression… but to reveal the aggressor.
Four brave Brazilian women -- Amanda, Daiane, Renata and Vanessa -- agreed to share their stories with us.
Not only the women had to courage to stand up and show their faces, but they agreed to have their aggressors' faces recreated on their own faces -- through the unique work of a make-up artist.
The 4 women were filmed throughout the process, while they shared candid details of their lives with the abusers.
EntrySummary
Brazil has a long way ahead in terms of gender equality.
Women are grossly misrepresented in public offices and private positions, the pay gap is evident, sexual harassment and physical abuse are abundant.
Sadly, one of the cruelest faces of this unbalance happens at home.
One woman is beaten in Brazil every 60 seconds. And in 80% of the cases this violence is committed by their intimate partners. Men, to be clear.
[Source: Brazilian Women at Public and Private Spaces, FPA/SESC, 2010]
Shame, fear and cultural issues prevent women from denouncing the abusers. Blaming the victim is still a reality.
To make matters worse: even when a woman is able to hold the abuser accountable -- and even when he is convicted -- his image is protected by law and cannot be exposed publicly.
How can we navigate this and spark a relevant debate?
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