Since 2006, a Law known as the Maria da Penha Law was created so that violence against women would stop to be seen as a normal crime, ensured severe punishment for the aggressors and protection for the victims. Even so, every year in Brazil, 4 out of 10 women are assaulted inside their homes. In the northeast region, this number increases to 6 out of 10 women. Besides the violence, the machismo deprives women of information. They are prisoners inside their homes. The law can’t enter the homes of these women. We discovered a way to enter these homes dominated by machismo; we instructed women about the types of domestic violence and encouraged its report through the launch of a line of products, the Line 180, which entered the homes of women together with the Avon Representatives, who also had the role of multiplying the information to more and more women.
Creative Director:Claudio Xavier, Thomas Tagliaferro, Danilo Vizagre
Art Director:André Kovadloff
Copywriter:Lucas Maia dos Anjos
Production Company:Bossa Nova Films
Director:Tiago Soban, Fernando Estorino