Since 2006, a Law known as the Maria da Penha Law was created so that violence against women would stop to be seen as a normal crime, ensuring severe punishment for the aggressors and protection for the victims.

Even so, every year in Brazil, 4 out of 10 women are assaulted inside their homes. In the northeast region, this number increases to 6 out of 10 women. Besides the violence, the machismo deprives women of information. They are prisoners inside their homes. The law can’t enter the homes of these women.

We discovered a way to enter these homes dominated by machismo; we instructed women about the types of domestic violence and encouraged its report through the launch of a line of products, the Line 180, which entered the homes of women together with the Avon Representatives, who also had the role of multiplying the information to more and more women.

We amplified the message of fighting against domestic violence because we needed to show that it is a problem for all women, through specialized media, beauty blogs and opinions makers. In the Women Month, we took advantage of the opportunity that the matter revolved around women and created an agenda for a matter that is of interest to all: the woman’s role in modern society.

The magazine entered the home of women through the Avon Representatives - women who other women trust and have access to homes that many times not even the police can get into. Before, the representatives qualified to understand the law, identify the campaign information. We created an integrated campaign to launch the 180 Line and a documentary to encourage women to report violence.

More than 500 thousand women were impacted only by the Representatives, who became the spokesperson of the campaign in their neighborhoods and communities. In the Women Month, we alerted about domestic violence and opened space for discussion about machismo in Brazil during the period. We created a relationship between the clients in the brand’s FanPage: women who were already assaulted stated they were encouraged by other women to report the aggression.