#NoPuleNossasDores debates the silencing of female pain with online and offline campaign
Buscofem advances in favor of stimulating the debate on the social pains of women and launches the campaign Do not skip our pains, which gives voice to the female public to tell about the challenges that go beyond the physical, such as the double journey, solo motherhood and the inequalities in the labor market present in women’s daily lives.
Guided by the purpose of increasingly embracing female protagonism, the campaign is more than an advertising piece: the brand gives visibility to women’s pain in online and offline channels with the #NoPuleNossasDores Movement, inviting the public to listen to the challenges experienced by them, without belittling or labeling.
The creative idea was signed by the GUT agency, and had as its starting point a social experiment composed of videos of real women’s testimonials on YouTube. The videos, in turn, were skipped by most of the impacted public. The movement was also on the agenda on the 5/25 episode of the soap opera Vai Na F, on TV Globo, through the character Kate, played by Clara Moneke.
The campaign was created to encourage people to work on active listening and genuine acceptance of women’s pain. Explains Carla Dias Araujo, Director of Marketing and Communication at Cafehyna, the area responsible for all campaigns and brand activations at Hypera Pharma. Therefore, we find in Kate a way to exemplify the daily life that affects thousands of women, such as the double shift.
