Street harassment is a global threat to women's worth. In Brazil, 97% of women already suffer this type of harassment. And harassment victims are more likely to develop health problems such as insomnia, depression and even heart problems.

L'Oréal Paris, a brand that has been fighting alongside women for years, wants to help change this reality. That's why it brought the Stand Up platform to Brazil, an anti-harassment training based on information. Because the more you know about it, the easier it is to Stand Up.

But harassing behaviors in Brazil are normalized by a cultural habit: the success of reruns of movies, series and soap operas contained on streaming services and even on open TV. These contents, produced a long time ago, perpetuate antiquated and even illegal habits towards women. So we integrated our anti-harassment expertise into these contents, in order to educate the public and promote the training.

We created a warning label system for normalized harassment content. Then we used pre-roll ads to label over 5.000 hours of content on Vix, Televisa's free streaming platform. Before watching these classic soap operas, movies and series, viewers were advised that "the following motion may contain scenes of normalized street harassment", along with icons that educate about each kind of harassment. By the end of the pre-roll ad, they were directed to take the Stand Up training against street harassment. Other short ad formats were also used to reinforce the message along each work.

By taking the harassment subject to cultural classics that are trending again, we brought attention to its normalization not only in pop culture but also in streets, restaurants, gyms, nightclubs and more, where the same behavior is still being reproduced today. Amplifying not only our brand message, but the whole debate around it.

Brazil is one of the largest audiovisual producers in the world. Its history goes back to the end of the 19th century, when the early national movies were shot. Since then, the country has become a reference in the making of soap operas, shows and other content.

With the advent of paid TV and streaming services, all this content is now available and very popular. More than five million Brazilians watch reruns every single day. Among youngsters, they're even more successful: classic iconic characters are trending again, including some with very questionable attitudes. And with more and more timeless content available, this audience behavior is only expected to grow.

However, these programs normalize street harassment and we had to alert viewers about it. But when it comes to a passionate audience, it couldn't be censorship: we had to integrate our message into their beloved content.

We developed a set of visual icons indicating each kind of street harassment, including: inappropriate comments or jokes; unwelcome touching; unwanted gestures; staring and leering; catcalling, whistling, animal noises; pressure to go on a date; stalking; and public humiliation.

Then we made a partnership with Televisa, Latin America's largest entertainment company. We used Vix, its free streaming platform, for curating more than 5.000 hours of their content, including classic TV shows, movies, series, soap operas and others. Through short formats only, like pre-roll and mid-roll ads, we used our iconography to label their content and promote our message. Even a special session on the platform was launched to group and hold our educational content.

However, since Harassment Advisory was launched as an open-source initiative, other streaming services, TV channels and production companies are also able to adopt it, which makes it a very scalable project.

Paid TV and streaming services already have a share of 30% of the Brazilian audience, according to Kantar Media. Televisa's Vix is one of the biggest free streaming services in Brazil, with more than 5.000 hours of content. That's why through the partnership, our harassment warnings were shown to over six million viewers in just a month.

Media and production companies that did not take part in the project (whether for internal controversies or fear of criticism) were offered invitations to L'Oréal Paris' free anti-harassment training, taking our Stand Up platform to more than twenty thousand workers in the entertainment industry.

The national debate about the project made it reach congresswoman Laura Carneiro. And she presented the Harassment Advisory bill at the House of Representatives to have it become a law. With it, even platforms that didn't care to join the cause will have to incorporate the project.