Amount raised with the guide “How not to be an asshole” will be donated to the AzMina collective
The Union of Servants of the Federal Legislative Power and the Federal Court of Auditors (Sindilegis), under the supervision of the AzMina institute, released a guide called “How not to be an asshole”, with tips to combat machismo, especially in the work environment.
The beginning of the campaign, signed by Flap, took place in March, focusing on Brasília, where the Sindilegis headquarters are located and at JK airport.
“More than an advertising campaign, we create something relevant and lasting. The book is a concrete action that stimulates reflection and behavior change by men of all ages and social classes”, explained Bruno Barra, founding partner of Flap.
The content of the book was elaborated from reports of violence committed against women and from the analysis of violent situations in everyday life.
“We are shedding light on violent attitudes that invade, diminish women, but until today are perceived as jokes. And that in an accessible language, which allows a conversation with men, but mainly between men and themselves”, said Viviana Santiago, a consultant for d’AzMina.
The guide is available on the Kindle Store and the print version will be available next week on Amazon. The amount raised will be donated to AzMina, a collective that leads several projects in favor of the female audience.
Datasheet:
Agency: FLAP
Client: Sindilegis
Campaign name: DON’T BE A DONKEY
Coordinator: Bruno Barra
Creative direction: Bruno Barra
Creation: Ericsson Barbosa and Daniel Macedo
Layout: Gibran Brumano, Laerte Martins and Mateus Caeiro
Planning: Bruno Barra and Ericsson Barbosa
Content: Marcela Studart, Natália Carneiro, Cleide Lemos (Collaboration), Viviana Santiago (AzMina)
Assistance: Carol Guidotti and Celma Mendes
Media: Fernanda Haddad
Approval: Tiago Vaz and Marcos França
