CIM – Women Integration Centre: The Touch-Scream Ad

April 29, 2014Filed under Online, Mobile and Public Interest, NGO
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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.

As the debate reached it’s apex CIM – Centro de Integração da Mulher http://www.cimmulher.org.br/), 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.

Advertising Agency:Mood, São Paulo, Brazil
Creative Vp:Valdir Bianchi
Head Of Convergence:André Felix
Creatives:André Felix, Bruno Brasileiro and Ricardo “Brad” Correia
Client Service:Augusto Cruz Neto, Andrei Sanches Croisfelt, Fábio Meneghati e Olavo Fleury
Client Approval:Cintia de Almeida
Media:Eduardo Lellis, Andressa Meca e Aline Castro
Planner:Daniel Rios
Rtvc:Rita Teofilo e Thiago Campos
Film Company:Sagaz Filmes
Executive Producer:Silvia Sivieri
Film Director:Daniel Caselli
Photography Director:Scalante
Art Director:Christian Luis
Edition:Sagaz Filmes
Digital Production Company:The Goodfellas
Audio Production:Comando S
Audio Design:Equipe Comando S
Postproduction:Equipe Sagaz Filmes
Creative and Technology Director:Fernando Carreira
Account Director:Caroline Gouveia
Project Manager:Derick Cogo
Development:Pedro Paulo Almeida
PostProduction Coordinator:Beto Silva
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