We identified the central reason behind why so few female victims of violence report this crime: the lack of an eye-witness. There are still few female-led police stations, and women give up reporting cases of violence because they do not believe there is a real support to help them effectively. Through the "testimony" of the only witness (the objects involved), we are shedding a light on this problem and showing that there is a support network created by Avon to help in these cases.

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”, 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. For 15 years, Avon Institute has been dedicated to saving lives and fighting violence against women and girls. It’s created by a group of agencies called HUB AVON, which is made up of J. Walter Thompson Brasil, Mutato and I-Cherry.

The campaign includes multiple print executions for magazines, radio commercials and outdoor. To create additional awareness, the stories of domestic violence as told by the household objects are also part of an art exhibition at Fale Sem Medo (Don’t Be Afraid To Speak Out), at the Ibirapuera Auditorium in São Paulo. 

AWARDS 

CANNES LIONS 2019

BRONZE PRINT & PUBLISHING INDUSTRY CRAFT
5X SHORTLISTS 
CLIO AWARDS 2019

SILVER PRINT & OUT OF HOME TECHNIQUE

SILVER FASHION AND BEAUTY 

ONE SHOW

2 MERITS
CREATIVE CLUB SÃO PAULO

GREEN STAR

6X YEARBOOK
WAVE FESTIVAL 2019

SILVER PRINT