Dermacyd decided to create public awareness of the situation by creating a movement for women cart or sponsoring one where it was available.

A great campaign took place on the biggest subway stations of Brazil. TV and radio stations covered it. Women occupied subway cars to show their presence. Posters, stickers and t-shirts were given. And a huge petition started in Dermacyd’s website.

The bill was approved ultimately by the Legislative Assembly, but eventually vetoed by Governor Geraldo Alckminn after pressure from extremist feminist groups. But our struggle for preserving the intimacy of women continues.

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