Category: Public Interest, NGO
Brand: Instituto Maria da Penha
Headline and copy text: W.O.man - Every voice heard is a victory
Advertising Agency: F.biz, Sao Paulo, Brazil
CCO: Gulherme Jahara
Executive Creative Director: Fábio Astolpho
Art Director: André Batista, Sérgio Klemtz
Copywriter: Armando Araújo, Pedro Maneschy
Content Team: Carol Rocha, Pierre Francisco
Agency Producer: Iara Demartini, Fernanda Moura
Motion Graphics: Wesley Martins
Audio Producer: Antfood
(1) Stephen Lovekin - Variety/REX/Shutterstock
(2) Brendan McDermid - Reuters/Latinstock
(3) Steve Eichner- Penske Media/REX/Shutterstock
Art Buyer: Izabel Abreu
Retouch: Marcio Lima
Final Artwork: Elton Santos, Ricardo Martinelli
Chief Strategy Officer: Renata D'Avila
Strategic Planner: Caroline Ferraz
Media: Luciana Prado, Patricia Azevedo, Tiago Gomes
Chief Business Officer: Juliana Nascimento
Marketing & Pr: Mônica Gelbecke, Janaina Langsdorff
Published: March 2018
The accusations of sexual harassment against women have increased all over the world. Movements and new outlets encouraged victims to break the silence, becoming news in the world media. Convicted and removed from their positions, household names have been taken ‘out of the game’ in a bitter defeat by ‘W.O.’. The initials, which mean winning because of the impossibility of a competition, reaches a new meaning in the campaign created by F.biz for the Maria da Penha Institute. Based on the concept ‘Every woman that speaks out is a
victory’, the action is being released this Thursday (March, 8), International Women’s Day, on the internet and the main published media.
The goal is to show that harassers lose by ‘W.O.’ when women speak out. ‘When we show men that are finally being exposed and facing the consequences of their actions, we make useof a subject that is highly debated nowadays to reinforce the power women have on their hands when they speak out’, says Renata Longhi, Content Director at F.biz. ‘Information saves lives and helps people out of the dark. The more campaigns we do and the more we talk about the subject, the more claims we’ll have. More men will have to forfeit, and more women will be victorious’, says Conceição de Maria, Project Coordinator at IMP.
The campaign both incentives women to speak out and invites them to demand from the public power a structure that is truly capable of protecting them and of punishing the aggressors. More police stations and specialized police officers are a few of the suggested changes. ‘The campaign combines pieces that bring awareness to the importance of speaking out, and also guides women on the means to seek help in this ill-equipped scenario we have today in Brazil’, alerts Fabio Astolpho, Creative Executive Director at F.biz. It is estimated that only 5% of the Brazilian cities have Specialized Police Stations for Women (DEAMS, in Portuguese). Many of the women’s police stations we have lack the necessary resources, and most of them are located in São Paulo, a state that has opened its first unit 33 years ago.
Facing such reality, the women’s rights movements play a key role. IMP, for instance, fights domestic and family violence against women all over Brazil since 2009 through the Law 11.340/2006 – ‘Maria da Penha Law’. The disclosure of cases of aggression enables changes in behavior that have to reach society as a whole, from movie stars to regular people who fear facing a price too high for accusing their aggressors.
W.O.man - Every voice heard is a victory