Brand Experience and Activation > Product & Service

MIXED GENDER FIGHT

AGÊNCIA3, Rio De Janeiro / DISQUE DENUNCIA / 2014

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Overview

Credits

Overview

ClientBriefOrObjective

In Brazil, every 90 minutes a woman dies victim of male violence, and reporting domestic violence is essential to change that. Disque Denúncia is a state wide anonymous tip line in Rio de Janeiro that receives an average of 1,100 reports per year, but the number of homicides is 4 times bigger. We needed to create a debate involving society in general, drawing attention to the matter and showing the importance of reporting this kind of violence.

Implementation

In partnership with Shooto, an internationally famous MMA event, we created the world's first mixed-gender MMA fight, causing an worldwide controversy. Our goal was to draw a lot of attention to the fight, so that on the day of the event, we could reveal it was all a promotional campaign for Disque Denúncia. The fighters would go up the ring and reveal the campaign's message: This fight won't happen here, but it's happening right now in thousands of homes. Report domestic violence.

With this, we expected to create a debate on Brazilian press and an increase on domestic violence reports.

Outcome

As a result of the campaign, reports of domestic violence more than doubled at Disque Denúncia - an increase that overcame all expectations. Not only that, but news outlets from other states and countries that wrote about the campaign encouraged people to look for their local authorities, mentioning the recommended phone line people should use.

Within 1 week, we reached over 40 million people on social media alone, achieving over 3 million dollars in earned media, thanks to stories on CNN, TMZ, Huffington Post and many others. And with that, we helped thousands of women break the silence.

Relevancy

Disque Denúncia is a civil organization, so they don't have any budget for communication efforts. Not only that, but the subject 'Domestic Violence' is a really sensitive matter, because it's something that happens between 4 walls. So the best way to increase the number of reports is not only by showing that there is an anonymous tip line people can use, but also by creating a debate among people, making them ask themselves if a fight like that was fair. With our idea, we were able to accomplish all these things, generating great results without spending much.

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