Ao is part of the CVV campaign, which seeks to draw people’s attention to the growing cases of depression and suicide in Brazil and worldwide.
The Life Appreciation Center (CVV) launched a campaign to make people aware of the World Suicide Prevention Day, marked this Saturday (10th).
For the action, CVV created a line of impossible products, such as lychee soaps to cure agony, papaya to end loneliness and raspberry to end sadness.
The campaign seeks to draw attention to a serious problem whose solution is not simple: the growing cases of depression and suicide in Brazil and in the world. The result of the #AntiPubli campaign and has the support of influencers and celebrities such as Bruna Gomes, Thaila Ayala, Lzaro Ramos, Tas Arajo and Mariana Goldfarb.
“I’ve already gone through some severe bouts of depression. What helped me a lot, besides therapy, was thinking about the people I love. I started standing up for my family. I knew that if I wasn’t here, I would be sorely missed by my family. parents and my sister”, comments the influencer and actress Bruna Gomes, who participates this year for the first time in the CVV volunteer campaign.
collective work
For four years, a collective of advertising professionals and volunteer journalists have created the CVV’s Yellow September campaigns, already adding results for the NGO. According to the creator of the campaign, Eduardo Cabral (WMcCann), the great thing is to be able to attract people’s attention with something absurd to then convey the true message.
The campaign’s proposal is to offer what people have been looking for in such dark times: a formula for happiness; we are more vulnerable and overwhelmed and we need to talk about it. We created a common product, with an absurd promise to be able to talk about the real solution: professional follow-up and a lot of active listening, he concludes.
According to Joo Victor Lovise (BFerraz), creator of the collective, launching a product that has the aesthetics of this comfort that people seek was no accident. The idea of really belonging and at the same time criticizing part of this universe that preaches a false healthiness in exchange for anything, he says.
For Giovanni Pavan (BFerraz), who also works in the collective’s campaigns, the most challenging thing is to turn a message so obvious and at the same time neglected into something contemporary and legitimate. “People forget values and live in the name of feed, filters and algorithms, a plate full of things that will not help anything in a process as delicate as this,” he concludes.
For Caroline Cabral, journalist, HR manager and volunteer at the collective, people and companies seem willing to invest in superficial solutions to deep and complex problems. Why do our employees get sick? Why do our people get sick? The solution to this harsh reality is not in soaps and skincare, but in reviewing the structure of work and organization of society that leads our people to mental exhaustion, he says, the responsibility to change this reality of all of us, he concludes.
In the world, a person commits suicide every 40 seconds. In Brazil, a person takes his own life every 45 minutes. In 2020, CVV received more than 3 million calls from people in emotional vulnerability. When compared to 2019, the number is 5% higher in 2020.
technical sheet
Campaign: #AntiPubli
Concept & Production: Eduardo Cabral, Joo Victor Lovise and Giovanni Pavan
PR: Caroline Cabral and Silvia Rossetto
Support: Talita Mendona, Bruno Simes, Camila Camargo and Larissa Cato
Partners: PLAY9
