Instituto Maria da Penha (IMP): Hidden messages

Credits & Description:

Brand: Instituto Maria da Penha
Media: Online
Category: Public interest
Agency: Africa
Geo: Brazil
Instituto Maria da Penha: Hidden messages
Advertising Agency: Africa, Brazil
Chief Creative Officer: Sergio Gordilho
Executive Creative Directors: Rafael Pitanguy, Eco Moliterno, Alvaro Rodrigues
Creative Directors: Jeferson Rocha, Andrea Siqueira
Associate Creative Directors: Bernardo Romero, Beto Rogoski
Copywriter: Lucas Ribeiro
Art Director: Ivan Loos, Jeferson Rocha, Andre Batista
Project Creative Director: Evandro Soares
Project Producers: Paula Coelho, Paula Bezerra, Ana Padinha, Marcelo Leonardos, Pepo Penteado
Digital Producer: Guilherme Oliveira
Client Services: Rosi Ferreira, Juliana Araujo, Carolina Gatti
Features: Facebook Platform, Local Awareness
Languages: English (US), Portuguese (Brazil)
Objectives: Awareness, Preference, Direct Response
Tags: Technology, Latin America, English (US), Portuguese (Brazil), Facebook Platform, Local Awareness, Awareness, Preference, Direct Response  
Campaign Description
One out 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 blam¬¬e for the violence falls on the way women dress (IPEA). To make men think again about their behavior and show women that they are the owners of their own bodies, we created a project on Instagram. And we chose exactly that media because it is where people tend to expose their intimacy and even their bodies. A type of media that is close to people, but that also has a very wide reach.
Campaign Goals
The choice of Instagram as medium was very important, since it appropriated a very particular characteristic of this medium: the exposition of intimacy that people tend to expose, revealing their habits, interests and intimacy. This contributed to increase the relevance of the message, generating even more engagement and making the campaign an even more important tool to publicize the cause. The campaign had the support of 20 celebrities that were invited for two weeks and decided to expose their bodies for the cause.
Campaign Performance
The project was able to engage 20 celebrities and bloggers that joined the cause and posted their photos. Through these posts, we generated more than 17 million impressions and more than 400,000 likes on Instagram. The involvement of these women was fundamental to stimulate the engagement of regular people for the cause and to combat violence against women.