From the fact that no brazilian airport has a woman's name, we decided to take action on the matter of representativeness. On International Women's Day, to get attention to gender violence, we changed the name of RIOgaleão Airport into the biggest icon in the fight against it: Maria da Penha, who names the law against domestic violence in Brazil. The same action was taken on-line on the airport's social network profiles and with the support of digital influencers that also changed their names.

On International Women's Day, we renamed the airport in all points of contact for the the biggest icon in the fight against domestic violence: Maria da Penha. We changed visual and sound communications, and even pilots' speeches to passengers. The airport changed its name on social media for Maria da Penha Airport. National celebrities mobilized and supported the campaign for free: they posted our message on their social networks and changed their names to Maria da Penha.

Within 10 days and with no media investment, we got:

Full media coverage with more than 200 mentions;

11.9M impressions on Twitter.

10.1M of reach on Twitter.

Digital influencers with more than +42.5M followers engaged in the campaign.

$2.5M of earned media.

500k people were reached on-site.

The number of calls in Brazil's biggest hotline quadrupled.

Set out an unprecedented debate about representativeness.

National visibility for the cause of violence against women.

To get enough visibility to the matter of violence against women, we transformed RIOgaleão into a media channel. By renaming it to Maria da Penha Airport, we took the cause of gender violence to a wider audience, in an innovative and inspiring way.

Violence against women is a problem in all brazilian society. Because of that, we needed a channel capable of taking our message to a wider audience. And the airport itself was the perfect alternative to get this reach, with its daily circulation of 50.000 people and relevance in society.

Brazil has one of the most advanced laws against gender violence: Lei Maria da Penha, the result of more than 20 years of activism of a woman called Maria da Penha Maia Fernandes. But, even after 10 years of the law being in effect, the country still shows distressing violence numbers. We had to get national attention to the problem and put into debating the matter of representativeness. In the country with the second largest number of airports, none of them has a woman's name on it.