Avon Institute: You Are Not Alone

May 03, 2019Filed under Print and Public Interest, NGO
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A recent UN report states that the most dangerous place for women is their own home. This is the insight used for a chilling awareness campaign titled ‘You Are Not Alone’ from Brazil, which aims to highlight domestic violence by telling stories of distress from the perspective of the only eyewitness: an object inside that house. The objects chosen include a broom, a teddy bear and a pan, and are simple and ordinary – the things that people can find in any house. Just like domestic violence.

Domestic violence is endemic in Brazil. In 2015, the government released a study that showed that over 70% of the Brazilian female population will suffer some kind of violence throughout their lifetime.  And it’s a lonely battle. It’s her. Him. The house. And lots of objects… Objects that saw, heard, lived and now will tell.

Seven different stories of domestic violence are all narrated by an object. The stories are divided into five types of domestic violence: physical, sexual, psychological, moral and property – as classified by Brazil’s Maria da Penha Law – a comprehensive set of policies geared towards eradicating domestic violence against women in Brazil.

The campaign is created for Brazil’s Avon Institute, the social investment arm of Avon, the beauty brand. For 15 years, Avon Institute has been dedicated to saving lives and fighting violence against women and girls. Avon is of course famous for their door-to-door female sales representatives, who have traditionally been the vital link between the brand and women and their home environments.  ‘You Are Not Alone’ is created by a group of agencies called HUB AVON, which is made up of J. Walter Thompson Brasil, Mutato and I-Cherry.

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