As a result of the campaign, reports of domestic violence more than doubled at Disque Denúncia - an increase that overcame all expectations. Not only that, but news outlets from other states and countries that wrote about the campaign encouraged people to look for their local authorities, mentioning the recommended phone line people should use.

Within one week, we reached over 40 million people on social media alone, achieving over 3 million dollars in earned media, thanks to stories on CNN, TMZ, Huffington Post and many others. And with that, we helped thousands of women break the silence.

Disque Denúncia is not an NGO or an NPO, but actually a civil organization that helps society by forwarding anonymous tips to the police for investigation. Because of that, they can't rely on media budgets for their communication efforts, so we had to optimize anything we could use. So to promote the fight, we relied on social media to help us, announcing the fight on Shooto's facebook page and twitter account. We had the support of world champions to promote the announcement on their twitter/facebook/instagram accounts, and to increase even further the controversy, we published a video on youtube showing the athletes' preparation, again spread through social media. On the big day, the campaign was revealed at the event, broadcasted live through Brazil's fighting pay-per-view channel and shown later on Brazil's main sports channel. After the revelation, fighters, organizers, gyms and supporters spread the campaign once again on social media.

In Brazil, every 90 minutes a woman dies victim of male violence, and reporting domestic violence is essential to change that. Disque Denúncia is a state wide anonymous tip line in Rio de Janeiro that receives an average of 1100 reports per year, but the number of homicides is 4 times bigger. We needed to create a debate involving society in general, drawing attention to the matter and showing the importance of reporting this kind of violence. In partnership with Shooto, we created the world's first mixed-gender MMA fight, causing an worldwide controversy. We focused on making the best use of media to draw all the attention we could to the fight event, and on the big day, broadcasted live and with thousands in attendance, the campaign's message was revealed: "This fight won't happen here, but it's happening right now in thousands of homes. Report domestic violence."