• Brand values regarding gender representation

Maria da Penha Institute is an NGO that seeks to fight domestic and family violence against women, promoting actions to help create a free society, with no discrimination or gender-based violence. The founder suffered domestic violence, and her case became known world-wide, inspiring the creation of a Brazilian law which fights that crime.

• Brief

In Brazil, 68% of women claim to know little about the types of domestic violence. Besides that, thousands of women were affected by the confinement, which contributed to the increase of up to 50% of that type of crime. If staying home means having the constant presence of their aggressor, how can we inform those women and encourage them to seek help?

• Objectives

Make the population aware of the types of domestic and family violence (sexual, physical, moral, psychological, and patrimonial), and share the number to report abuse.

During quarantine, streaming platforms have become the main source of entertainment. In Brazil, the number of searches for those services have increased 112%. But, unfortunately, that’s not the only thing that increased. Domestic and family violence against women in Brazil has spiked throughout the whole world, and it has reached up to 50% in Brazil. Another fact which stands out is that 68% of women claim to know little about the subject.

Since people are spending a great amount of their time on streaming platforms, we created something new: 180Play. A platform that uses parts of series, movies and soap operas to help people become aware of the types of domestic and family violence against women.

When we talk about domestic and family violence against women, every single individual is a target, regardless of gender, age or social class. That’s because the more people know about the subject, the bigger the chances of reporting abuse and eliminating that type of crime.

Therefore, our strategy was to use the increase in streaming platforms during the pandemic to attract the general public and create a conversation about the issue.

We released 180Play through social media, digital influencers, media display and OOH, announcing it as a free no subscription needed streaming platform, with a catalogue filled of content from the main players, as Netflix, HBO and Amazon Prime Video.

The users accessed the website thinking they would find a traditional streaming service, but with more advantages. But as they picked a content, they were impacted by a scene which explained in a didactic way a certain type of violence.

180 Play is a project created for Maria da Penha Institute - IMP (the biggest NGO in Brazil for women’s rights) in partnership with UN Women. But why such name? In Brazil, 180 is an exclusive telephone number to report cases of domestic and family violence.

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To execute the action, we carried out an extensive film research and selected scenes from big productions that could exemplify the types of domestic violence: sexual, physical, moral, psychological and patrimonial.

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After that, we created a streaming platform from scratch. We designed a unique visual identity that could bring credibility to the platform, and we used the proprietary colors from IMP to differentiate ourselves from the “competition”. But we used the main companies in the segment, such as Netflix, HBO and Amazon Prime Video, as an inspiration to create an information architecture and user experience (main menu, catalogue, sinopsis) that could deliver the content in the most convincing way.

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Since the searches for streaming services have increased during the pandemic, we announced 180Play as a new free and no subscription needed platform to catch the audiences’ attention. We announced the service in several points of contact, like media display and OOH, as well as through social media and influencers.

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The users accessed the website thinking they would find a traditional streaming platform – but with more advantages. However, when they picked a content, they were impacted by a scene that would explain them in a didactic way a type of violence. People who recognized themselves and other women in those abusive situations could click on a button and call 180 to report.

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Finally, since we used navigation cookies, when the users accessed the website again, they were redirected to a second home page showing the platform’s real purpose.

Organically, the action conquered space in the press, appearing on the main means of communication in Brazil and abroad. It also had the support from important digital influencers, which used their voices to call attention online to such an alarming issue. Besides that, the campaign had the support from Maria da Penha, the woman whose life and name inspired the creation of the law that fights violence against women.

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In total, there were:

59,872,892 impressions

42 hours of watched content in the platform

R$ 7,611,608 in spontaneous media