A woman is assaulted every two minutes in Brazil, according to the Fórum Brasileiro de Segurança Pública (Brazilian Public Safety Forum), or FBSP.
It’s a horrible statistic, but statistics are just numbers. Brazilian agency, We, decided to make the statistic real and gather support for the movement to combat violence against women, for clients the Fala Mulher Association and aRedeTV!
The agency came up with a bold plan. Every 2 minutes, it interrupted broadcast transmission with the image of a woman being assaulted. The idea was ignorable. The images are emotive. The campaign, 2breakthesilence, personifies the coldness of the alarming statistics. It also incentivizes people to report assaults via the Lei Maria da Penha (Federal Law for the Prevention of Domestic and Family Violence Against Women).
The agency worked with film production company, Santeria and audio production company, Canja Audio Culture, and post-production company, Clan Vfx, over two years to finish the project, due to the high complexity of its execution. In the end, the idea included the participation of real women to portray 720 reports in just one day. In addition, all of the scenes were based on real reports made on video, audio and in interviews with victims gathered by the Fala Mulher Association. RedeTV! made available all of its physical and programming structure to execute the project.
Ultimately, women of diverse ages, races, styles, social classes, transgender and disabled represented 720 daily reports and strengthened the purpose of the campaign.
On seeing 2breakthesilence, musician Noélle Bonacin created a soundtrack in one unique experience. Using her cello, she composed a melody reflecting the sensations she experienced upon viewing the film for the first time. Following the TV “intervention”, a 2-minute film was made from the captured frames that was also aired during the RedeTV!’s programming.
Watch the film:
Film Production Company: Santeria
Audio Production Company: CANJA Audio Culture
Post Production Company: Clan VFX
Clients: Fala Mulher Association & RedeTV!