On International Women's Day, to get attention to gender violence, we changed the name of RIOgaleão Airport into the biggest icon in the fight against it: Maria da Penha, who names the law against domestic violence in Brazil.

For the first time, a brazilian airport had a woman's name, setting an unprecedented debate over representativeness. Some of the biggest brazilian and world media outlets reverberated the name change and the fact that no brazilian woman had her name on an airport around the country.

The media and some of the main celebrities in the country received a press release about the campaign and were informed first-hand of the renaming of the airport. Besides more than half million people in site, the action reached millions of people around the world, through more than 200 mentions in the media. In addition to that, we got the support of national celebrities to increase the reach of our message.

That way, on International Women's Day, we renamed RIOgaleão Airport in all its contact points to biggest icon against gender violence: Maria da Penha. We changed visual and sound communications, and even pilots' speeches to passengers. An action that had its reach amplified many times with a PR strategy.

Within 10 days and with no media investment, we got:

Full media coverage with more than 200 mentions;

11.9M impressions on Twitter.

10.1M of reach on Twitter.

Digital influencers with more than +42.5M followers engaged in the campaign.

$2.5M of earned media.

500k people were reached on-site.

The number of calls in Brazil's biggest hotline quadrupled.

Set out an unprecedented debate about representativeness.

National visibility for the cause of violence against women.