Music is one of the most important things in Brazilian culture. It was relevant in important issues like the military dictatorship, black feminism, LGBTQ+ rights, corruption and more. We used the power of music to expose one of the most cowardly and silent scams against women: the Spiked Drink. The song Good Night, Good Night was written to create a movement against the scam, empowering women to be free to go out at night without fearing to be raped. The music speaks of the crime introducing Desperta, a nail accessory that identifies, in seconds, if the drink was adulterated.

Brazil has a Health Regulatory Agency Anvisa, that is equivalent to FDA. Only OTC products can advertise direct to consumers, though activities that stimulate consumption are not allowed. Rx products can’t do branded communication. When there is the need to mobilize patients for treatment, brands can create disease awareness campaigns.

The Spiked Drink scam is a perfect crime, the victim is drugged without noticing and wakes up memoryless. It’s a physical and emotional abuse, and there’s almost no way to prevent it. UMG used the power of music to raise awareness, launching a solution that protects women from life-long trauma.

In Brazil, a woman is raped every ten minutes. One of the common scans is to tamper with the victim's beverage with drugs known as rape drugs. They attack the central nervous system causing loss of consciousness and amnesia. The abuser usually approaches the victim in nightclubs and bars, offering an already contaminated beverage. Although foreseen in legislation, this type of crime faces a number of obstacles to be investigated. Many of the victims don't even remember what happened. Less than 10% of the victims report the crime to the police. The biggest obstacle is social. According to UN Women, the culture of rape creates a trivialization of sexual violence, justified by terms like: "it was already dawn and she was on the street" or even "clubbing is not something for women to do alone". Sexual violence against women is normalized in the media and popular culture.

We created a package against crime: an accessory and a music video. A tool to empower women to uncover the crime and a powerful message reverberator. To convey the right message we invited Malia, an activist and one of the most promising singers of the new generation in Brazil, to specially compose and sing an anthem to raise awareness of the problem. Desperta, the nail accessory, was designed to detect the presence of substances of the AMINES class, that is, compounds containing nitrogen in their chemical structure, present in all the date rape drugs. The music video here has three roles to fight this very serious social issue: decrease the crime incidence by scaring off predators, popularize the science and bring new allies to the cause – using the available formula for mass production, protecting as many women as possible.

Our strategy was to hack different systems: rape culture, the silence and the distribution. Hacking rape culture: We created a discreet tool against crime, that does not put the woman in a dangerous situation when testing her drink. DESPERTA also serves as the means to validate that the woman is telling the truth. No more victim-blaming. Hacking the silence: Spiked Drinks have been subject of some news coverage, but remains a silent problem because most of the victims feel ashamed to talk about it. We brought a positive perspective reaffirming the right of women to have fun and be respected, creating an exclusive song with an artist.Hacking the distribution: as a content distribution company, we gave voice to the problem, created the solution and we want this product to reach as many women as possible – that’s why and are now offering the formula to companies interested in producing it.

We needed to reach two targets: women who want safety, but also men, specifically potential predators.

We used UMG social platforms to launch the campaign, focusing single women, interested in nightlife and drinking, in the main capitals where the crime is most committed, with a main focus on Thursday to Saturday, when most people go out at night. We used Facebook and Instagram Stories to generate engagement and sharing. We explored YouTube’s affinity for viral music videos to reverberate the message.

We also used Gameloft to target younger women, considering most of the potential victims are single.

Using the data of people who commented the posts and the tagged people we created a look-alike audience, increasing the reach.

All visitors in the website were tagged to build a custom audience for the second wave of the campaign to launch the final products.

We have already reached more than 1MM people with an impact of 12MM on UMG's Facebook. With more than 280K of visualizations on YouTube (in only 3 days). It’s n°1 in engagement on UMG's YouTube Channel, beating most great artists and multimillionaire productions.

We have also had surprising quantitative results. The negative comments were almost zero, with 99,5% of positive feedback on YouTube and Facebook.

The level of engagement was also high: 60% of the people tagged family and friends; more than 83,5% liked the post and shared it. Besides that, we've had more than 50,000 clicks on the campaign website.

We also believe that we've achieved a result that can't be measured by the social platforms: imagine how many criminals impacted by the music video will think twice, knowing that now they could get caught.