25 A 27 DE MAYO DE 2021 | GRAND HYATT, RIO DE JANEIRO - RJ
Título: Clocks of violence
Anunciante: Instituto Maria da Penha
Diretor de criação: Guilherme , Fabio Astolpho
Produtor da agência: Iara Demartini | Fernanda Moura
Redator:: Douglas Spernega
Produtora de som: Canja
Outros créditos: Diretor de Conteúdo:Renata Longhi Social Media:Carol Rocha | Pierre AristaConteúdo Funcional / Revisão:Eliane Arakaki | Renata Garcia | Ana Beatriz Faria | Ana ZolinMotion:Wesley Martins | Vitor Goersch Direção de áudio:Lucas Sfair | Filipe ResendeTrilha Sonora:Levi Mynssen | Leonardo LimaSound Design:Pedro Osinski | Pedro SouzaAtendimento produtora de áudio:Ana Flor | Guilherme MorenoProdução:Mariana Van ByltProdutor executivo:Leonardo BrodskyDireção:Leonardo Scholz | Thiago PrestesEdição e animação:Yago Ballarini | Leonardo ScholzColor grading:Leonardo ScholzFinalização:Leonardo ScholzPós produção:Leonardo ScholzProdução gráfica:Paulo Espinoza | Jorge GaglioniArte final e Sistema:Ricardo MartinelliTecnologia:Igor Almeida | Vincent Maschin | Eduardo Roberto | Mateus Wensch |Nayara HiltonUX/ DesignIvan Ulrich | Marcos Vianna | Tatiana AvilaCSO:Renata D’AvilaPlanejamento:Renata D’Ávila | Patrícia Mendes | Uli OliveiraMídiaLuciana Prado | Patricia Azevedo | Felipe PeresBI/ Analyticz:Insightz:Caroline Ferraz | Willian ZanetteCBO:Juliana Vilhena NascimentoNegócios:Roberto Grosman | Gabriela AlmeidaProjetos:Karen Hada | Felipe Capalbo | Agnaldo GonçalvesMarketing & PRMonica Gelbecke | Janaina LangsdorffCliente:Maria da Penha l Conceição de Maria | Claudia Fernanda
Sinopse: Brazil is the fifth most violent country in the world for women, where, onaverage, a woman is physically or verbally assaulted every two seconds. OnMarch 8, 2017, International Women's Day, one of the most respected Brazilianresearch institutes published a study on violence against women in the country.Surprisingly, there was very little media coverage on the subject: only two majornews companies reported it.Brief + ObjectivesOur goal was to draw the media's attention to the data gathered by DatafolhaInstitute and to raise awareness to the frequency and the amount of violentassaults. In order to do so, we had a short-term action ahead of us and nomedia investment.
Diretor de Arte: Tarso Soares | Jonatan Cunha
O objetivo:: Our goal was to draw the media's attention to the data gathered by DatafolhaInstitute and to raise awareness to the frequency and the amount of violentassaults. In order to do so, we had a short-term action ahead of us and nomedia investment.
A estratégia:: The clocks of violence were created from a survey that, between February 9and 11, 2017, interviewed thousands of women in all regions of Brazil. Thenumbers were shown in a way that was closer to people's daily lives. So, wetransformed the data of the original study into twelve clocks, creating a powerfulrelationship between the hours of the day and the number of victims of thetypes of violence contemplated by the study.
Execução:: With the research data at hand, we transformed it into twelve clocks that, atmidnight of the day on which the Brazilian law that fights violence againstwomen celebrated 11 years, began to count, in real time, second by second,the number of victims of several acts of violence. During a whole day, the digitalplatform Clocks of Violence made people see the time of the day under thescope of the clocks of women who were victims of violence.
Resultados documentados:: Celebrities, important politicians and organizations that fight for human rightsaround the world have shared the action in their social channels. Four of the topfive television channels in Brazil placed the Clocks of Violence on their highest-rating shows. The official Web page of the Brazilian Government used theClocks of Violence platform as a source of material that warned people aboutviolence against women. And in addition to that, the platform was highlighted inthe world's most desirable advertising space: Times Square Avenue in NewYork.With an action that lasted only 24 hours and did not have any mediainvestment, we reached:+ 177 M impressions+ 100 K views per minute (+ 3 K new views for each act of violence)+ 10 M earned media