In Brazil, every 90 minutes a woman dies as a victim of male violence, and reporting domestic violence is essential to change that. Disque Denúncia is an anonymous tip line that receives an average of 1100 reports/year, but the number of homicides is 4 times bigger. We needed to reach all society, telling people about Disque Denúncia and how they could use it to report domestic violence. In partnership with Shooto, we created the world's first mixed-gender MMA fight, causing an worldwide controversy. On the day of the event, we used two huge banners on the octagon to reveal the campaign.

To increase awareness about domestic violence, we needed people to think about fights between men and women. With the announcement of the world's first mixed-gender mma fight, an international debate began: was it a fair fight? Because of this originality, even before the campaign was revealed people were already discussing how men should never hit women, and for Disque Denúncia, this is the best way to increase the number of reports. The bigger the awareness about the subject, the more people report about the problem.

Our goal was to increase domestic violence reports, and the results overcame all expectations: reports more than doubled after the campaign. Not only in Rio de Janeiro, where Disque Denúncia operates, but also in other states and even other countries: news outlets that reported the campaign's story encouraged people to look for local authorities, publishing the recommended phone line people should use. All that with a direct message to the people attending the event or watching the broadcast

According to Zeca Borges, Disque Denúncia's coordinator, reports doubled, and on some days even tripled. All this because people were directly reached not only about the importance of the matter, but also the best way to report any type of domestic violence.

And although Disque Denúncia operates only in Rio de Janeiro, other similar services in different states reached by the campaign also noticed an increase on the number of domestic violence reports, thanking Rio's Disque Denúncia for the campaign's effort.

Our main campaign goal was to increase domestic violence reports at Disque Denúncia, and we also had to raise awareness about the issue.

The result was that reports more than doubled. To put it in numbers, reports increased over 100%. Before the campaign, they were receiving an average of 14 reports per week, and afterwards that average raised to 30/33 reports per week. The campaign also attracted a lot of attention, achieving over US$ 3 million in earned media, with news channels from other states and countries encouraging people to look for their local authorities, so it also helped to raise awareness in areas where our client isn't present.