Public Service/Social Welfare Campaign
"Mixed Gender Fight Campaign"
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Corporate Name of Client: Disque Denúncia
Head of Client Services: Zeca Borges
Client Supervisors: Renata Lima/Raphael Lima
Agency Account Director: Angelo Ferrari
Account Executives: Camilla Oliveira/Carla Maggesi
Media Planners: Ana Alberine/William Rocha
Planning Director: Eduardo Barbato
Agency: Agência3, Rio de Janeiro
Executive Creative Director: Jader Rossetto
Creative Director: Luis Claudio Salvestroni
Copywriters: Gabriel Gil/Cadu Vigilia
Art Director: Durval Filho
Agency Producers: Barbara Borges/Fernanda Pinheiro
Production Company: Kombat Films, Rio de Janeiro
Director: Gabriel Mattar
Senior Executive Producer: Paulo Ferreira
Sound Design Company: Sonido, Rio de Janeiro
Sound Designer: Lucas Duque
Description of the Project:
In Brazil, every 90 minutes a woman dies victim of male violence, and reporting domestic violence is the best way to change that. Disque Denúncia is an anonymos tip line in Rio de Janeiro that can help with that, but every year they only receive around 1100 reports about this, while the homicide rate is four times bigger. We needed to change these numbers, increasing reports against domestic violence, raising awareness for the matter and Disque Denúncia. In partnership with Shooto, one of the world's main MMA events, we created the First Mixed-Gender MMA Fight, with athletes from two of the world's best gyms. The controversy was huge, and what was supposed to be a local debate became a global one, receiving coverage from hundreds of media outlets, including CNN. On the big day, expectations were huge, and with thousands in attendance and broadcasted live, the fighters went up the octagon. As it was about to start, two huge banners revealed the campaign: "This fight won't happen here, but it's happening right now in thousands of homes. Report domestic violence. Call Disque Denúncia." The campaign became a huge success, with the number of reports increasing over 100%. Not only that, services alike from other states informed Rio's division that they were also noticing an increase in domestic violence reports, and thanked them for the campaign, while international sites that published the story informed their readers the number they should call to report in their local region.