Disque-Denúncia - Anonymous Tip Hotline - "Phone keys - Crime Stoppers"

Agência3 Rio de Janeiro, Brasil

3574

This ad is part of the ACT Responsible Collection

Marca: Disque-Denúncia - Anonymous Tip Hotline
País: Brasil

Anunciante: Disque Denúncia

Título	Phone keys - Crime Stoppers
Agencia	Agência3
Campaña	Curiosity Saves
Anunciante	Disque Denúncia
Marca	Disque-Denúncia - Anonymous Tip Hotline
Posted	Marzo 2016
Sector Empresarial	Concienciación social sobre la discriminación racial / étnica / los discapacitados
Sinopsis	Every 5 minutes, a woman is assaulted in Brazil. But most of those women who suffer from domestic violence are too afraid to report their aggressors and use simple excuses to explain their injuries. We saw in that an opportunity to show how hard it is to notice those signs, but there's still a way anyone can help: we only need to be a litlle bit curious. To get interested. To search for more. We wanted to show that curiosity can save lives. We asked the most influential brazilian female celebrities to post those excuses on a series of enigmatic sentences: "It was a stair fall.", "It was the shower faucet", and others. It aroused people's curiosity. The fans noticed that the posts were edited and clicked on the Edited button. Then they saw our message. A Facebook feature turned into a new free media showing that curiosity can save assaulted women's lives.
Filosofía	We saw an opportunity to show how hard it is to notice those signs, but there's still a way anyone can help: we only need to be a litlle bit curious. To get interested. To search for more. We wanted to show that curiosity can save lives.We asked the most influential brazilian female celebrities to post those excuses on a series of enigmatic sentences: "It was a stair fall.", "It was the shower faucet", and others.It aroused people's curiosity. The fans noticed that the posts were edited and clicked on the Edited button. Then they saw our message.A Facebook feature turned into a new free media showing that curiosity can save assaulted women's lives.
Problema	Every 5 minutes, a woman is assaulted in Brazil. But most of those women who suffer from domestic violence are too afraid to report their aggressors and use simple excuses to explain their injuries.
Resultado	- 30 celebrities joined the campaign- With a total of 83 million followers- Over 180.000 of total engagement- U$ 4 million in earned media- 70 million page views- True reach of 20 million- Zero budget- 100% positive comments on all the posts during the campaign;- Hundreds of personal testimonials and incentives to the complaint in the posts;- The 180 hotline overloaded with calls and needed the support of Disque Denuncia.- Only in the first month of the campaign, the number of reports from the 180 hotline exceeded all of those from last semester;- Spontaneous adhesion of political figures related to Human Rights: Jandira Feghali (Congresswoman and responsible for Brazil's anti-domestic violence law) and Maria do Rosário Nunes (Former brazilian Secretary of Human Rights).
Medio	Radio
Duración	30 seconds
Más información	bit.do/curiositysaves
Director creativo	Paulo Castro
Responsable de conceptos / redactor	Daniel Bensusan
Responsable de conceptos / redactor	Flávio Chubes
Director artístico	Leandro Bechara
Director artístico	Lucas Queiroz
Project Director	Fabiana Winits
Project Director	Bruno Miguel
Montaje	Mouse House
Audio Post Production	Sonido