The user is impacted by a real account of domestic violence.

After a few seconds, a message invites the user to violently shake

their tablet. Through the interaction, the image of the woman in

the ad follows the tablet’s movement, backwards and forwards,

giving the sensation that the user is assaulting her.

Automatically, the words from the account fall out, leaving only

the phrase I fell down the stairs, one of the most common

excuses used by victims. The message appears, showing the

importance of anonymous reports: “Fear of violence hides the

truth. Don’t let this happen. Call 180 and report it.”

To raise consciousness among the greatest possible number of

people, the ad was published in the country’s leading men’s

magazines, reaching 85% of Brazilian readers and impacting

100% of opinion-making men in the country. With just one ad,

we made thousands of men rethink the issue of violence against

women and understand what victims of domestic violence go

through.