Addressing education for non-violence, Globo launched the fourth phase of the campaign to combat violence against women, aired on TV Globo and on the company’s paid channels. The film portrays the aggressiveness to which children are exposed from a very young age. As they are direct and indirect victims of domestic violence, aggression naturalized at this stage of life often produces irreversible marks and feeds the cycle that can transform them into adult aggressors or conniving aggression.
Despite bringing the aggressions under the prism of a child’s development until adulthood, the campaign’s message is directed at parents, guardians and people who live with the little ones and who help in their formation. The play brings pictures of family and friends in ordinary or celebratory moments, in a movement that shows the idea of continuity, while the voiceover leads to examples of moments in which the child witnessed aggression of all kinds throughout life until, in the phase adult, go from bystander to aggressor. The goal is to raise awareness of the cycle and stop it.
The film, with narration by Elisama Santos, ends with the phrase ‘when a child grows up with violence, violence grows up with him’ followed by the hashtag #TogetherAgainstViolence?? The piece, signed by GNT and sportv, marks the new phase of the campaign that began in 2020, during the pandemic, when there was a significant increase in cases of violence against women.
Check out the video made by Globo:
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‘Women’ event
On the last November 22nd, Globo brought together market executives and Third Sector partners at the event ‘women’ at gexperience, in São Paulo, to discuss how education is an essential tool for fighting violence against women. In addition to debate tables, the event marked the launch of the fourth phase of the company’s campaign on the subject, with the aim of shedding light on tackling the cycle of gender violence, taking into account that violent behavior does not appear overnight. night. This entire movement is part of Globo’s strategic action, which supports relevant social causes and initiatives for the development of Brazilian society, integrated into the company’s ESG Journey.
The event was opened and the campaign launched by actress Isabel Teixeira, who played the character Maria Bruaca in the telenovela ‘Pantanal’. The first table was inspired by the painting ‘This has a name’, from ‘Fantástico’, which characterizes the different types of violence that women suffer. Mediated by reporter Ana Carolina Raimundi, actress Isabel Teixeira, parental educator Elisama Santos and Globo’s director of Risks and Compliance, Carol Bueno, spoke about the role of education in tackling this problem, and that there are many ways to educate , including through audiovisual content. ‘Educating for non-violence is revolutionary for society. But it’s not just about the children themselves, it’s about a better society’ said Elisama during the conversation.
Philosopher and screenwriter Renato Noguera also made an important contribution to the event, when he spoke about the role of man in this process and the relevance of education as a catalyst for hope. The last table of ‘Mulheridades’, mediated by presenter Laura Vicente, brought together the founder of Rede Mulher Empreendedora, Ana Fontes, actress and comedian Nany People and Globo’s Diversity and Inclusion manager, Kellen Julio, to discuss female protagonism. ‘I like the word female sisterhood, the concept that one woman helps the other’, declared Ana Fontes when emphasizing the importance of mutual support between women.
The meeting also featured an artistic intervention of body movement during the program with choreographer Tainara Cerqueira, in addition to an activation with the character Ladybug.
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