From November 20th to December 10th, UN Brazil promotes the campaign “UNITE to End Violence against Women and Girls, whose main objective this year is to mobilize partnerships to invest in prevention to eradicate violence against women and girls , and ensure that they can live a life free from violence.
The 21 days of activism have as their main focus the 25th of November, the Orange Day to End Violence against Women. The date called by the United Nations, which adds to the challenges of the 2030 Agenda, a commitment made to promote equality and social development at all levels and for all people, seeks to expand the calendar to give greater visibility to the issue, prevent and eliminate violence against women and girls around the world, raise awareness, strengthen advocacy, and create opportunities for discussion about challenges and solutions to the problem.
As a vibrant and positive color, orange represents a future free from violence against women and girls, calling on activists, governments and United Nations agencies to mobilize for the prevention and elimination of gender-based violence.
This year’s campaign also aims to highlight that violence against women and girls does not only occur in the private environment: within the home or on the body (the idea being that it is only domestic violence and sexual violence). It is present in public spaces, in the workplace, in institutional politics, in sports, in online environments, in the media, and also in the context of promoting and defending rights.
Violence cases
According to the Brazilian Public Security Forum, in 2022, there was an 8.2% increase in the number of rapes (74,930 registered rapes and rapes of vulnerable people) in relation to 2021, with 88.7% of the victims being women and girls and, of these, 56.8% were black and 0.5% indigenous. The main victims of sexual violence are children, especially girls: 61.4% are between 0 and 13 years of age.
There was also an increase in all indicators of domestic violence. Assaults due to domestic violence (245,713 recorded incidents) grew 2.9% compared to 2021; threats (613,529 registered incidents) grew 7.2%. The number of femicides also increased (1,437 recorded incidents), with an increase of 6.1%, as well as attempted femicides increased by 16.9%.
21 days of Activism to End Violence against Women and Girls
Developed since 2008, the UNA-SE campaign supports the 21 Days of Activism to End Violence against Women and Girls which, in addition to efforts and actions, calls for robust investments to protect the human rights of all women and girls, preventing and responding to gender-based violence.
The period comprises the following dates:
- November 20th Black Consciousness Day (beginning of the campaign in Brazil);
- November 25th International Day for the Elimination of Violence against Women;
- November 29th International Day of Women’s Rights Defenders;
- December 1st World AIDS Day;
- December 3rd International Day of Persons with Disabilities;
- December 6th Men’s Day to End Violence against Women (White Ribbon campaign);
- December 10th International Human Rights Day and official end of the campaign.
The date November 25th was chosen to remember the Mirabal sisters (Ptria, Minerva and Maria Teresa), murdered by the dictatorship of Lenidas Trujillo in the Dominican Republic and recognized by the United Nations (UN), since 1999, as the International Day for the Elimination of Violence. against Women.
Campaigns for International Day of No Violence Against Women
These campaigns have our utmost respect and recognition, and are an example of what brands and communication together can do to transform the status quo into a real possibility of a more equal future, brighter and free from violence.
#1 Don’t let it become a landscape
Client: Gloria Institute
Agency: Artplan / Brazil
Artplan, in partnership with Instituto Glória and support from Metr de Brasilia, created an initiative focused on the International Day to Combat Violence Against Women.
For five days, graffiti and street furniture were modified to illustrate the Don’t let her become a landscape project. The action, which took place in two Metro stations, came with the proposal to raise awareness in society about the naturalization of aggression against women.
Both graffiti artists started the week illustrating happy and empowered women. Over the course of the night, these figures underwent changes and interventions, as a way of representing the silence that often exists in cases of violence against women. The lipstick and nail polish were removed and the blouse was completely covered.
The works revealed to the public carry an awareness message and a QR code that takes them to Hotline. The graffiti will be on display until December 10th.
#2 This is not consent (Isto No Consentimento)
Cliente: HandsAway
Agncia: TBWA\Paris / France
In a world where women face the disheartening reality of harassment on the streets, the battle against sexist comments and attacks is gaining strength. In the midst of this fight, HandsAway, an association dedicated to combating gender-based violence and sexual harassment in public spaces, positions itself with a campaign that aims to celebrate women’s freedom.
The This Is Not Consent campaign, created by TBWA\Paris, is a rallying cry for change and a call to dismantle the misconceptions surrounding street harassment. By praising women’s freedom and challenging anti-libertarian ideas, the association boldly enters the arena of social transformation.
#3 Tag Against Crime
Client: White House
Agency: Jung von Matt LIMMAT / Zurique, Suia
In a world where one in five women suffers sexual violence in their lifetime, and where homosexual and transgender individuals face violence at even higher rates, the importance of addressing this issue cannot be ignored, much less remedied. Despite staggering statistics, sexual assault continues to be an underreported crime with few criminal consequences. Maison Blanche, the fashion brand founded by Yannik Zamboni, in collaboration with the agency Jung von Matt LIMMAT, also in Switzerland, took a bold stance against sexual violence, using the latest collection created by the brand to be revealed on the catwalks of New York. York Fashion Week this year. Aptly named DNA, the collection seeks to shed light on the crucial role of DNA evidence in sexual crimes, while empowering survivors to defend themselves in justice.
This impactful campaign received the support of two of its organizations, Shelters for Women in Switzerland and Liechtenstein and the Foundation against Violence against Women and Children, which took a significant step towards raising awareness, supporting survivors and defending a more just society. and compassionate. The initiative serves as a powerful reminder that fashion can also be a platform for social change and that, by coming together, we can challenge the current situation and tackle the pressing issue of sexual violence head-on.
#4 Recipes Against Abuse
Client: Maisa Foundation
Agncia: Ariadna Communications Group / Bogot, Colmbia
The Recipes Against Abuse campaign, by Fundão Maisa, created in 2022, showed how to reach victims of domestic violence without the attackers noticing.
During the period of confinement due to COVID-19 in Colombia, reports of domestic violence dropped precipitously, reaching dangerously close to zero. This raised the alarm because, according to statistics, the country has been among the most violent against women in the last 70 years.
With two of the most recognized chefs in the country, the Ariadna Communications Group agency, in partnership with Fundão Maisa, created a 45-minute cooking program on Instagram LIVE that seemed normal at first glance. Still, it allowed women to make a secret report, adding rosemary, parsley or coriander as a final ingredient to recipes and publishing a photo of the dish in a story with the hashtag #ItIsTimeToDoIt. This signal alerted them to abuse without drawing the attention of the attackers. After the LIVE, a specialized team from Fundao Maisa provided personalized legal guidance to the victims.
#5 Guarded Bus Stop (Ponto de nibus Seguro)
Client: Eletromdia
Agency: AlmapBBDO / Brazil
One of our favorite campaigns this year, which even won Bronze in the Brand Experience & Activation category and Gold in the Media category, in Cannes (and we’re really rooting for it to win the Grand Prix), the project called Guarded Bus Stop, created by the agency Almap BBDO in partnership with the OOH (out-of-home) media company Eletromidia, which mapped the bus stops in the country where women feel most vulnerable due to being unaccompanied.
If you are a woman, you have probably been in a situation similar to this, and identification was a great weapon used in this campaign, which proudly also started a movement for change and awareness throughout the country, strengthening the message of female unity, security and belonging.
In a world where all women deserve to walk the streets freely and live without fear, these campaigns are not just a battle against harassment or violence; Here we have complete proof of courage, determination and strength of various initiatives.
The fight continues for more women to have the right to express themselves and live their lives to the fullest. Gender-based violence #NOTEM SORRY.
*Cape photo: iStock
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