L’Oréal Paris unlocks articles about sexual harrasment to millions in Brazil
The three-month ‘Paywall Down’ initiative from L’Oréal Paris has opened up articles about sexual harrasment to millions of readers in Brazil.
The initiative, created by WMcCann, unlocked articles reporting on harassment for open access, boosting views on the topic at Marie Claire, Glamour, GQ, Vogue and O Globo by a reported 2,611%. Data furnished by Ipsos suggests that the number of site accesses to the publisher properties increased by 122m over the period, generating a cumulative 25m impressions.
According to a survey released by the University of Oxford in 2021, 34 million Brazilians do not have access to local journalism. In addition, the study The Truth About a Well World, carried out by McCann Worldgroup, mapped that 90% of Brazilians have already encountered disinformation on social networks. The campaign looked to improve access to high-quality publisher information instead.
Laura Parkinson, director of L’Oréal Paris in Brazil, said: “L’Oréal Paris understands the need to circulate information to help combat harassment in public spaces, which is not always easy to identify.”
Luiza Portella, strategic planning director at WMcCann, added: “The StandUp campaign was entirely developed with the aim of interrupting a dynamic that we are experiencing [that is] extremely harmful, which is that we do not intervene in situations of harassment. The idea of Paywall Down was born precisely in this tune: to propose an awareness of society, helping in the dissemination of information, news and materials that contribute to a transformative movement and a more empathetic society.”