Netflix has made its values regarding gender representation very clear. In 2018, the company hired Verña Myers, activist and diversity consultant, as its first Vice President of Inclusion Strategy. As part of her team's efforts, they released in 2021 an Inclusion Report, that shows with transparency what the company is doing to be more diverse - both in its workforce and in its content. Today, nearly half of the company's employees are female. And strong female protagonists are increasingly leading the stories we watch on the platform.

In 2020, the brief was to launch a new Netflix Original Series that tackled gender violence and domestic abuse – Good Morning, Verônica. The challenge was making it a mainstream title, watched and commented widely, even though its tough themes made it seem like a niched one.

Netflix was launching a show that brought up the domestic violence issue: "Good Morning, Veronica". In the show, Veronica is a police secretary who fights the system to help victims of domestic violence. It explicitly shows situations of violence against women in many of its ways. So to launch it, instead of just making an advertising campaign, we decided to go the other way around: use the show to create a service that could help victims of domestic abuse in real life.

First, we gathered 7 brazilian women, among influencers and activists, who are in the frontline fighting domestic violence.

Shot by shot, in more than 270 contents, they analyzed the show’s scenes, identifying which behaviours are abusive and why, in a clear and didactic way. Thus, they turned the scenes into alerts to prevent this from continuing to happen silently in everyday lives.

To give these women a platform with the size and authority of their causes, and to truly reach a mainstream audience beyond their own followers, we put them on the spotlight on media outlets that could speak about gender violence way better than us: the biggest press communication channels on Instagram.

To reach the goal of talking to everyone and showing that the series' themes were everyone's problems, we matched the 7 women with the channels they would communicate better in and relate further with the audiences: from more conservative to more liberal ones. And Netflix itself gave a platform to it all: sharing the moment and sending its followers to all the participating pages.

We partnered up with 7 major brazilian communication channels, and put the whole idea into practice with a 24h takeover on their Instagram profiles, in post-launch week. We connected our team of influencers and activists to these channels, analysing their affinities to get the best matches, in a diverse and complete execution. This is how we designed this activation strategy:

@ju_faria e @think_olga at Glamour

@valescapopozuda at Quebrando o Tabu

@ros4luz at Elle

@dorafigueiredo at Claudia

@melpormel at Midia Ninja

@anaclaudiavictoriano, @justiceirasoficial e @justicadesaia at Folha de SP

@joseane.berna e @bemquerermulher at Marie Claire

In one day, this idea took over 7 press profiles on Instagram, with more than 270 contents generated. We had over 20MM impacts, among 4,1MM views. The content engagement rate was 23%, which is 7x higher than the market average.

We also unlocked the first branded content partnership in the history of Midia Ninja, which is the biggest activist page in Brazil.

Through the show narrative, many women related and shared their own stories of gender violence.

The takeover also reached opinion leaders. Caetano Veloso, Cleo Pires and Negra li were some of the people who engaged with the campaign, giving our message an even broader and more powerful reach.

The awareness kept the show for more than 3 weeks on top 10 most seen in Brazil. And the engagement reached one of the highest levels of spontaneous media of the company in the last couple years.