The “Real, without guilt, be unapologetically you” campaign, co-created by W3haus and Digital Social, seeks to raise awareness and help women
Who Said It, Berenice? is taking advantage of the week of International Women’s Day, celebrated this Wednesday (8), to shed light on a latent issue that affects a woman every three seconds: psychological violence.
The brand’s campaign, entitled “Real, without guilt, be unapologetically you”, reflects the priority cause of the brand’s positioning and draws attention to the seriousness of the issue, seeking to bring awareness to the public and welcome women. In addition, the action will offer free psychological assistance to the victims.
We know that psychological violence has the power to fuel the feeling of guilt in women, making the victim take responsibility for what he suffered. Thinking about it, as a beauty mark that is present in the daily care routine of many women, we seek to increase awareness about the topic and the conversation, bringing the power of female voices. We want to raise awareness and go further, creating a chain of support among women and providing free psychological support to victims, through an online platform, to be able to serve women from all over the country, said Marcela de Masi, Executive Director of Branding and Communication from the Boticrio Group.
To encourage a frank and unfiltered conversation, Quem Disse, Berenice? joined the BeReal social network, which will be fed with content that has the support of strategic partnerships and a team of influencers.
In addition, the brand invited artist Lela Brando Co. (@lelabrandao.co), through its brand, to co-create t-shirts with manifesto prints, capable of generating reflection. The pieces contain “hidden” phrases that need attention to detail to be understood, as well as psychological violence.
Part of the income obtained from the sales of the pieces will go to Vittude, a platform for online psychological consultations and a partner in the action, for the creation and expansion of shelter groups for victims of psychological violence with free specialized support.
The project, co-created by W3haus and Digital Social, brings and leverages the theme to social networks, with the support of a team of content creators who have already gone through abusive relationship experiences and already bring this to conversations with their followers, like Amanda Souza , Alexandra Gurgel, Lorrayne Carolyne, Hana Khalil, Tia M, Ju Leme and Lela Brando herself.
The conversation about psychological violence and abusive relationships has been growing on social networks, but we still don’t know how to recognize the signs and realize that it is a form of violence that must be stopped. By using the mechanics of the network itself to draw attention to this, we will power this conversation in a natural way, as it should be, concluded Domnica Camatti, Head of Brand Creation and Content at W3haus.