Social isolation increases living with family members. And a situation that is gaining prominence in this context is domestic aggression (physical and psychological). According to the United Nations (UN), cases of domestic violence have skyrocketed in recent months.

Between February and April of 2020, there was a 431% increase in reports on Twitter about fights between couples *. In messages filtered by the social channels, 5.583 mentions were recorded that indicated the occurrence of domestic violence. Another significant fact is the search on Google for “Lei Maria da Penha” had an exorbitant jump of up to 238%, which reflects the high demand for information on the topic.

Observing this scenario, we created a campaign for Instituto Maria da Penha, called “Call”. With 100% organic media, we celebrate the incredible result of reaching over 33 million people, showing the importance of raising this debate in order to save lives.

“Although domestic violence is a problem that we deal with on a daily basis, confinement has given it more visibility in Brazil and worldwide. Hence the importance of raising awareness and informing both women and the entire population on how to identify situations of violence, what are the channels for reporting and how each of us can be part of the victim support network. I believe that this campaign is capable of encouraging society to report, in addition to reinforcing the need for continuous actions on this phenomenon and contributing to strengthen the fight against gender violence ”, says Conceição de Maria, co-founder and superintendent-general of Instituto Maria da Penha.

ROLE:

Account Director