Initiative carried out in partnership with the NGO Turma do Bem and the Maria da Pena Institute aims to rescue the self-esteem of victims of violence
I didn’t look at myself in the mirror, I combed my hair through the reflection of the shadow on the wall. It was inspired by testimonials like this, from Marli Timteo, 55 years old, that Vult decided to team up with the NGO Turma do Bem and the Maria da Pena Institute to launch the Isso Mais que um Batom project, which aims to rescue pride and self-esteem of women in situations of domestic violence.
The project was designed to combat data such as, for example, that three out of every ten women have been victims of violence in Brazil, a number that represents more than 25 million Brazilian women, according to the 10th National Survey of Violence against Women, published by the DataSenado Institute, in partnership with the Observatory of Women against Violence (OMV).
Vult launched a social product, supporting the recovery of self-esteem and pride of women who had their mouths targeted during attacks and which aims to raise awareness in society about the urgency of confronting violence against women.
We know that in cases of violence, the main target is often the mouth and, therefore, we want to multiply smiles and amplify the voices of these Brazilian women, so that they can tell their stories and inspire society as a whole. The project seeks to build, based on real examples, an awareness and awareness movement that encourages the recovery of female pride, further consolidating Vult’s commitment in this territory, said Renata Gomide, VP of Consumer at Grupo Boticrio.
As a starting point for the launched movement, the brand enabled the transformation of the smiles of Marli, Mnica and Rosngela, assisted by the NGO Turma do Bem, based on the Apolnias do Bem project, which offers free comprehensive dental treatment to women who had the teeth affected in situations of violence.
The “This is more than a lipstick” campaign tells the story of these women and reinforces stories that are not unique and are part of the reality of millions of Brazilian women. Focusing on restoring self-esteem and pride, the campaign shows women who, after dental treatment, slowly returned to smiling.
The piece was designed and developed by PROS and the film was released on the brand’s social networks. The campaign also features OOH media on urban furniture, with a static format, located in areas within the radius of the women’s police stations in So Paulo.
Shining light on domestic violence is a way of recognizing that this is a social, urgent and collective problem. As a women-led agency, we believe that our role can be a powerful tool to broaden society’s vision and build bridges that allow us to support those in need. Together with Vult, a brand that has a huge reach and that talks to this audience daily, we can not only know and transform these stories, but create a more hopeful future for today’s girls, say Daniela Graicar and Fernanda Tchernobilsky, Co- PROS CEOs.
