Social and Influencer > Online Video

MIXED GENDER FIGHT

AGÊNCIA3, Rio De Janeiro / DISQUE DENUNCIA / 2014

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Overview

Credits

OVERVIEW

Execution

On the week of the event, the fight was announced through posts on social media, with even world champions spreading the announcement. On the next day, we posted a video on Youtube showing the athletes' preparation. It quickly spread and was also replicated in other websites. It had a major influence in the campaign, reaching people that hadn't heard about the fight and helping to draw attention for the later revelation. Finally at the event, broadcasted live, the fighters went up the octagon and as the fight was about to begin, two huge banners revealed the campaign's message. We also used social media posts to spread the revelation, once again drawing the attention of the international press.

Outcome

Our goal was to increase domestic violence reports, and the results overcame all expectations: reports more than doubled after the campaign. Not only in Rio de Janeiro, where Disque Denúncia operates, but also in other states and even other countries: news outlets that reported the campaign's story encouraged people to look for local authorities, publishing the recommended phone line people should use.

Strategy

In Brazil, every 90 minutes a woman dies victim of male violence, and reporting domestic violence is essential to change that. Disque Denúncia is an anonymous tip line 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 the whole society, drawing attention to the matter and showing the importance of reporting this kind of violence. In partnership with Shooto, we created the world's first mixed-gender MMA fight, causing an worldwide controversy. On the big day, broadcasted live and with thousands in attendance, the campaign's message was revealed: "This fight won't happen here, but it's happening right now in thousands of homes. Report domestic violence."

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