The lack of representativeness is a big problem for brazilian women. An example: Brazil is the second largest country in number of airports. None of them has a woman's name, which could suggest how women are treated in the country. Besides that, they have to deal with violence. There were more than 500 cases of violence reported in 2016. Because of that, Maria da Penha law had to get more visibility.

We changed the name of the airport in all points of contact for the name of 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 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.

On International Women's Day, from the fact that no brazilian airport has a woman's name, we got the attention of some the biggest media outlets in Brazil and around the world, renaming RIOgaleão as a tribute to Maria da Penha, the biggest national icon against gender violence. Some of the country's biggest celebrities also engaged in the campaign and helped spreading the message. The goal was to generate engagement and set out a debate about representativeness and violence against women.

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.