On International Women's Day, from the fact that no brazilian airport has a woman's name, we got the attention of some the biggest media outlets in Brazil and around the world, renaming RioGaleão as a tribute to Maria da Penha, the biggest national icon against gender violence. Some of the country's biggest celebrities also engaged in the campaign and helped spreading the message. The goal was to generate engagement and set out a debate about representativeness and violence against women.
Philosophy
On International Women's Day, to get attention to gender violence, we renamed RIOGaleão Airport for the name of the biggest icon in the fight against it: Maria da Penha, who names the law against domestic violence in Brazil. The same action was taken online on the airport's social network profiles and with the support of digital influencers that also changed their names. For the first time, a brazilian airport had a woman's name, provoking and unprecedented debate over representativeness.
Problem
Brazil has one of the most advanced laws against gender violence: Lei Maria da Penha, the result of more than 20 years of activism of a woman called Maria da Penha Maia Fernandes. But, even after 10 years of the law being in effect, the country still shows distressing violence numbers. We had to get national attention to the problem and put into debating the matter of representativeness. In the country with the second largest number of airports, none of them has a woman's name on it.
Result
Within 10 days and with no media funding, we got: Full media coverage with more than 200 mentions; 11.9M impressions on Twitter. 10.1M of reach on Twitter. Digital influencers with more than +42.5M followers engaged in the campaign. $2.5M of spontaneous media. 500k people were reached on-site. The number of calls in Brazil's biggest hotline quadrupled.