Music has the power to save lives. Voices From Silence emerged to use entertainment as a way to make the public aware of the enormous gravity of suicide in Brazil. The project is a cry for people with suicidal thoughts to seek help. Music has the incredible transformative power to move and connect people and that is exactly what it does in this project. Voices From Silence is not an escape valve, but a vehicle to bring victims closer by showing that they should not feel alone and that there is a way out for such suffering.

Data from CVV (the largest NGO in the country that fights for suicide prevention) states that about 90% of the people who talk about the subject give up on taking their lives. Brazil is the 8th country with the highest suicide rate in the world. The causes are many. But there is something in the country that aggravates the situation: the theme "suicide" is still a taboo. Relatives and friends of people who have committed suicide are ashamed to talk about the cause of death of their loved ones. The theme is still surrounded by prejudices and silence is the worst enemy of those who suffer. The campaign's objective was to bring the subject up to the fore, to make the topic more naturally seen by Brazilians, and to make Libbs Farmacêutica remembered as a brand engaged in the subject.

Talking can often be the only way out for those who suffer from suicidal thoughts. To talk about this serious subject, wrapped in prejudice, we invited an artist who commands one of the most famous carnival blocks in Brazil, Carlinhos Brown, to command a “silent” choir. An artist known for his contagious joy, for the first time addresses such a dramatic theme. His cheerful figure brings a huge and uncomfortable contrast to conducting 32 singers representing the daily victims of suicide, in an exciting video clip that brings the music as an invitation to the public to seek help. Carlinhos Brown is extremely popular in Brazil, host of The Voice (one of the most popular music programs on Brazilian TV), founder of the band Timbalada and Tribalistas and representative of UNESCO. His popularity and ability to speak to diverse audiences enhanced the campaign's message.

We needed to make the theme a subject that was easily accepted by the Brazilian public. And more than raising the spotlight on the problem, we needed to know how to help these people and help those who help. The strategy was to use the main form of expression of Brazilians to talk about the theme and bring relevance: music. Something with scope and potential to make people talk about the topic in a more natural and shareable way. An expression capable of bringing an emotional connection with the public, using a Brazilian idol to gain reach.

Each of the 32 members of the choir was carefully chosen to reflect the main suicide profiles: elderly, adolescents, women. Carlinhos Brown co-created a song made exclusively for the project, which starts with a choir without a voice, agonizing, until ending with a lyrics that inspires people to talk about their sufferings. The video clip represents the various causes of a deep depression that can lead to suicide. In addition to the clip, we created an instagram filter with an icon of a hand printed over the mouth, symbolizing the danger behind the silence, so that more people could share the message on their social networks. Even in schools, the clip became a topic, and some students started making their own versions of the clip, helping to enhance the campaign. The video clip was broadcast nationally on YouTube during the month known as Yellow September, the month of suicide prevention.

The action as a whole had more than 17 million impressions, 2 million views only on youtube and generated conversations on social networks and PR in vehicles such as GQ, Folha de São Paulo (one of the most relevant Brazilian newspapers) and Huffington Post.

The filter was used more than 200,000 times during the campaign period.

Music was also taken to some schools to encourage discussion among students. Groups of students even made re-recordings of the video clip.