Created by Fbiz, the campaign will feature messages of reflection for the population, which will be shared on social media and DOOH points.
On August 7, 2006, Law No. 11,340 was created, popularly known as the Maria da Penha Law, the woman who inspired the creation of the legislation that turns 18 this Wednesday (7).
Despite representing progress for women, domestic violence figures are still high and challenges persist. According to the 2024 Brazilian Public Security Yearbook, of the 1,467 victims of femicide, 63.6% were black, 71.1% were between 18 and 44 years old, and 64.3% were killed at home.
With this in mind, the Maria da Penha Institute announced the launch of the “Birthday Wishes” campaign, which aims to raise awareness among the population about these data and will feature a message that reflects the desire for a life free from violence.
In partnership with Fbiz, the campaign will consist of phrases such as “I wish you never need me”, “I wish the only thing that stops you from driving your car is the rotation”, “I wish your first task of the day is to take care of yourself”.
“While the data does not yet allow for celebrations, there is a sensitive aspect in the communication: the desire that no woman needs the Maria da Penha Law. We want to highlight the possibility of a future in which this law does not need to be invoked, but rather remembered as a milestone in the protection and respect for women. Each message is an invitation for society to join this cause,” explained Carla Cancellara, VP of Creation at Fbiz.
