Instituto Maria da Penha - "Hidden Messages"

Africa

Africa São Paulo, Brazil

9233

Title	Hidden Messages
Agency	Africa
Campaign	Hidden Messages
Advertiser	Instituto Maria da Penha
Brand	Instituto Maria da Penha
Date of First Broadcast/Publication	2015 / 4
Business Sector	Racial/Ethnic/Minority/Disability Awareness
Tagline	An idea that transformed Instagram usernames into messages to fight prejudice.
Story	One in every 10 women in the world have suffered from some kind of violence, according to the World Health Organization. In Brazil, a survey has shown that 58.5% of Brazilians believe that the blame for the violence falls on the way women dress (source: IPEA). To make men think again about their behavior and show women that they are the owners of their own bodies, Africa created a project on Instagram for Maria da Penha Institute (the main NGO defending women's rights in Brazil). Brazilian celebrities and bloggers were invited to join the cause. Each photo posted by them tagged users who were created that, together, formed a message against violence.
Media Type	Social Media
Length	125 seconds
Chief Creative Officer	Sergio Gordilho
Executive Creative Director	Rafael Pitanguy
Executive Creative Director	Eco Moliterno
Executive Creative Director	Álvaro Rodrigues
Creative Director	Jeferson Rocha
Creative Director	Andrea Siqueira
Associate Creative Director	Bernardo Romero
Associate Creative Director	Beto Rogoski
Copywriter	Lucas Ribeiro
Art Director	Ivan Loos
Art Director	Jeferson Rocha
Art Director	André Batista
Projects Creative Director	Evandro Soares