We've created a version of song the 'Pelo Telefone' which translates 'By Telephone', considered the first true samba and the oldest one recorded in Brazil, in 1916. We took the 100 years celebration of samba as a theme, by changing its lyrics, to address the issue of violence against women, calling on women to break the silence and speak out against harassment, using our message to encourage other women. Our claim was 'If your approach is aggressive, #mynumber is 180', released along with the lyrics, which in english means 'The chief of fun sends me a warning by telephone: if there's violence, the celebration ends'. Then we've invited the most influential women in Brazil to spread the samba verses and the hashtag #meunúmeroé180 - #mynumberis180 - promoting the Women's Assistance Hotline - 180.

On the beginning of february, few days before Carnival, we started distributing the more than 4000 t-shirts and campaign buttons for several celebrities, entrepreneurs, business women and NGOs that joined the campaign in a completely non-profitable way, sharing the verses of the song along with the hashtag #meunúmeroé180. Gol Airlines distributed buttons for the female cabin crew, added our message to the on-board speech and published an ad on their inflight magazine. Uber's female drivers joined the campaing and the company posted our message and our video on their brand channels and on social media. In addition, we've created a website, by which women could get more information and call from their mobile phones directly to the number 180. The engagement was completely organic, with no media investment. None of the celebrities were paid to promote the campaign.

We've achieved $ 1,160,000 in free media. More than 1 million interactions in only 4 days. 316 articles published in news websites, blogs, magazines, radio and TV. Moreover, we had an increase of 221% of the calls to the Women's Assistance hotline 180 during 2016's carnival compared to 2015's. People spontaneously started producing content on social media and several companies supported the cause, influenced by the campaign's impact. For the first time, carnival in Brazil has been characterized by a popular and strong campaign on social networks demanding women to call 180, clarifying that harassment is a crime. It was the first carnival in which the issue of harassment has been confronted so explicitly by society, companies and influential people with their millions of followers on social networks.