Campaign for Secom of the Federal Government and for the Women’s Secretariat of the State of Rio de Janeiro
Developed by the Nova agency, the campaign for the Federal Government’s Secom and the Rio de Janeiro State Women’s Secretariat focuses on respect to combat harassment during Carnival.
The creation used humor to show that disrespecting women makes the harasser a despicable person.
The 45 film, with three reductions, reinforces the concept: Did you hear no? Respect the decision. The focus of the campaign is to reach the self-esteem of those who think harassment is a “normal” attitude. Without losing tone and good humor, the pieces show people identifying and rejecting harassers.
The advertising pieces also promote the Rede Mulher application for emergency protection and support and the Military Police telephone number 190. The campaign also includes activations with radio stations in Rio’s megablocks, in addition to the distribution of gifts (shirts, fans, cups, bags, fans and stickers).
The media plan also includes carnival music, a 30″ spot and pieces for digital media, DOOH and OOH.
