Launched in March for International Women’s Day, a project led by FCB Brazil continues to put the issue of violence against women front and center in Brazil.
#7Minutes1report is a sobering campaign that raises awareness of the prevalence and seriousness of violence against women in the country — and encourages women to speak out and report incidents of violence and abuse.
"The only way to fight violence is by talking about the problem, which is frighteningly prevalent,” said Joanna Monteiro, chief creative officer of FCB Brasil. “Estadão’s positioning is to promote debate on the subject today in order to create a better future. This action helped mobilize people against this extremely relevant issue.”
Using the hashtag #7minutos1denuncia, Estadão, one of Brazil’s top newspapers, tweeted out one real report of violence against women every seven minutes for the entire day. Some of the reports were particularly graphic — one report included a pregnant woman who was “brutally beaten” and another described a man who tried to choke his wife and, in the process, struck her with a machete.
“This effort used the power of social media to draw attention to an important issue. It's a different way to approach one of the subjects Estadão has been covering in its editorial content,” said Marcelo Moraes, Estadão's director of publicity marketing.
According to the Secretariat of Policies for Women, in the first ten months of 2015, the women’s help hotline received 63,090 reports of violence against women, which is 205 reports per day or an average of one report every seven minutes. By comparison, more than 20,000 calls are placed to domestic violence hotlines each day in the United States, according to the National Network to End Domestic Violence.
The campaign itself gained a great deal of exposure and traction, with 977m hashtag impressions. It also garnered support from the broader community, including politicians and celebrities.
More importantly, though, it encourages women to share their stories in an effort to end violence against women.