Aeroporto Internacional Tom Jobim - "Changing Destinies"

Agência3 Rio de Janeiro, Brasilien

3127

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: Aeroporto Internacional Tom Jobim
Länder: Brasilien

Werbende: Aeroporto Internacional Tom Jobim

Titel	Changing Destinies
Agentur	Agência3
Kampagne	Changing Destinies
Werbende	Aeroporto Internacional Tom Jobim
Marke	Aeroporto Internacional Tom Jobim
Datum der ersten Ausstrahlung/Veröffentlichung	2017 / 3
Geschäftsbereich	Fluglinien, Flughäfen, Bahnreisen, Busreisen, Fähren, Schiffsreisen
Story	On International Women's Day, from the fact that no brazilian airport has a woman's name, we got the attention of some the biggest media outlets in Brazil and around the world, renaming RioGaleão as a tribute to Maria da Penha, the biggest national icon against gender violence. Some of the country's biggest celebrities also engaged in the campaign and helped spreading the message. The goal was to generate engagement and set out a debate about representativeness and violence against women.
Philosophie	On International Women's Day, to get attention to gender violence, we renamed RIOGaleão Airport for the name of the biggest icon in the fight against it: Maria da Penha, who names the law against domestic violence in Brazil. The same action was taken online on the airport's social network profiles and with the support of digital influencers that also changed their names. For the first time, a brazilian airport had a woman's name, provoking and unprecedented debate over representativeness.
Problem	Brazil has one of the most advanced laws against gender violence: Lei Maria da Penha, the result of more than 20 years of activism of a woman called Maria da Penha Maia Fernandes. But, even after 10 years of the law being in effect, the country still shows distressing violence numbers. We had to get national attention to the problem and put into debating the matter of representativeness. In the country with the second largest number of airports, none of them has a woman's name on it.
Ergebnis	Within 10 days and with no media funding, we got: Full media coverage with more than 200 mentions; 11.9M impressions on Twitter. 10.1M of reach on Twitter. Digital influencers with more than +42.5M followers engaged in the campaign. $2.5M of spontaneous media. 500k people were reached on-site. The number of calls in Brazil's biggest hotline quadrupled.
Medientyp	Ambient
Länge	120 seconds
VP Creative	Paulo Castro
VP of Strategy	Eduardo Barbato
Creative Director	Fabio Onofre
Art Director	Marcelo de Holanda
Texter	Thiago Moreno
Art Director Assistant	Lucas Afonso
Produktionsfirma	Movie Machine
Tonproduktion	Studio Nova Onda