Valdir Bianchi
Creative Director at Agência Mood
São Paulo, Brasilien
TitelScream
Agentur
Kampagne The Touch-Scream
Werbende CIM
Marke Centro de Integraçao da Mulher
Datum der ersten Ausstrahlung/Veröffentlichung 2014
Geschäftsbereich Gemeinnützige Organisationen
Story In early 2014 a research revealed that 26% of Brazilians think the way a woman dresses justifies a sexual harassment. The news ignited a countrywide debate on both media and social networks, with thousands manifesting disapproval.
 
Philosophie As the debate reached it’s apex CIM – Centro de Integração da Mulher, that fights for women rights, took advantage to raise another important matter: violence against women can happen with much smaller attitudes.
To bring this point to the discussion, agency Mood developed a tabled Ad that showed readers an usual gesture could sometimes be disrespectful: their touch. Inside the magazine the reader comes across what seems to be a regular fashion Ad. But things change as soon he touches the screen. Instead of following to the next page, the reader is surprised by a scream and a frightened reaction of the model, showing her indignation after the unexpected “touch” in her body.
After an awareness message inviting readers to join the fight with the Institution, a new message pops warning readers that continuing the read is only possible without touching her again. The Ad ran on “Revista Veja”, Brazil's highest circulation magazine, and “O Globo”, the most read newspaper in Rio de Janeiro, the city with the highest number of recorded cases of abuse, reaching more almost 430,000 readers in a single day. 
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