We started out by asking a curator to come up with a list of real songs that contained violence against women on it's lyrics, according to Maria da Penha Act (Brazil's Federal Law 11340) on Domestic and Family Violence. They were all tagged according to the lyrics content and the laws statements and crimes.

Then, we partenered up with Disque Denúncia, a brazilian hotline that deals with domestic violence denounces, to find real stories to be shared. These testimonials were crossed with the list of hudreds of tagged songs, matching the stories to the song lyrics.

It was time for some media intellingence: each song was given it's own testimonial. This way, matching lyrics and real abuse story would only appear together. And people would listen to a real story that would fit the lyrics of the song they intended to hear.

Data journey began with the collection of songs. Then it was crossed to the issues adressed by the Marinha da Penha Act. And finally, crossed again with an actual testimonial of identical abuse/violence.

Lots of testing was necessary, considering it was an unseen format for Shazam. Once approved, songs were matched to the right stories/banners. It ran from April

It was a brand new media format that required a few months of testing.

Placement period: April 4th 'till May 5th 2016, directed to the biggest cities in Brazil: São Paulo and Rio de Janeiro. These are the area that hold 68% of Shazam users in the country, guaranteeing an impact of more than a 1MM users on both Android and iOS devices.

Data was the foundation of the whole campaign, affecting the output directly. Each testimonial was completely related to the song that triggered the banner and audio.

The actual search for data (the search for songs) was the thing that started the whole experience.

Only 6% of the users proceeded to downloading/getting/streaming the song after listening to the testimonial.

High engagement level: the message was really relevant and in the context of the media.

63% of the users who clicked the banner listened to the testimonial

Direct impact in over 1MM users.

"Songs of Violence" as an idea whose very existence depends on the creative use of data. We used shazam to identify songs that promote gender-based violence and then match them to actual testimonials of women who suffered identical abuse.

Every song lyric and testimonial was reviewed and then the equivalent were matched. This way, songs with rape lyrics, for example, would be paired with rape testimonials. And the audience would listen to an actual experience of someone who suffered the same abuse as the lyrics promotes.

The campaign was based into 3 different databases that were crossed.

The first one was built on demand: a music curator was hired to come up with a list of songs that were related to gender violence.

The second one was the Maria da Penha Act (Brazil's Federal Law 11340) that requires severe punishment to gender-based violence regarding issues such as rape, assault, domestic violence, etc.

The songs were classified according to the issues.

Finally, real testimonials from denounces of Disque Denuncia Hotline were crossed to those songs. This way, each song got a correspondent testimonial with an identical story.

Estadão, one of Brazil's biggest newspaper, partnered up with Disque Denuncia, hotline that deals with domestic violence denounces, to put violence against women on the spotlight. According to the World Health Organization, one out of three women will suffer violence during her life. And, in Brazil, the numbers are even higher: every 15 seconds a women suffer some kind of violence.

Brazil has no law regarding warnings on songs contents. There are no restrictions. Most of the time, these songs are quite popular, being played and sung by teenager that just doesn't realize what they are actually promoting.

On this scenario, Estadão will bring the matter to discussion on digital platforms, really relevant to the audience, bringing information and a different point of view to it.