The campaign, developed by Repense, includes digital and in-person activations, a video manifesto and social media.
The Avon Institute presented the campaign “Intertwined Voices – Whoever Listens to a Woman Silences Violence” to raise awareness about the importance of combating violence against women during Purple August.
“The campaign highlights the power of an important individual act, which is active listening. Listening is more than just hearing. When we listen, we do so organically. When we listen, we establish a moment of exchange and acceptance. Ensuring this space for listening through support networks, transforming silences into interconnected voices, is essential to confronting violence,” explains Daniela Grelin, executive director of the Avon Institute.
The campaign, developed by Repense, will be carried out through digital and in-person activations throughout the month of August. Between August 15 and 16, the Yup Star Ferris wheel will be lit up in lilac in Rio de Janeiro. In São Paulo, a traveling exhibition will be set up at the end of August in three stations on the Lilac Line of the São Paulo metro, which will feature four panels about the campaign. In addition, on August 25, players from the São Paulo Futebol Clube men’s team will take to the field to raise awareness about fighting violence. The campaign strategy also includes a manifesto video.
“It is a joy, once again, to run a campaign about a cause that speaks so loudly and deeply to all of us. Our society has much to celebrate, with the 18th anniversary of the Maria da Penha Law, but there is still much to be achieved. ‘Vozes Entrelaçadas’ is an invitation for none of us to remain silent. And for all of us to be active listeners and to know how to listen without judgment. It seems simple, but it is revolutionary,” says Aline Leucz, creative director of Repense.
The campaign also includes pieces that will be broadcast on the Avon Institute’s digital media channels.
