If You Touch The Model In This Ad, She'll Scream

Brazilian Women's Organization Gives Tablet Readers a Shock

Published On
May 05, 2014

Editor's Pick

At first glance it looks like a fashion ad. But this interactive tablet ad from Brazilian women's rights organization CIM highlights violence and harassment towards women in an unusual way -- the model turns and screams when a reader touches her body. CIM (Centro de Integracao da Mulher) developed the ad with agency Mood and it ran in Brazil's highest circulation magazine and on the most read newspaper in Rio de Janeiro (the city with the highest number of recorded cases of abuse). CIM developed the campaign following research that revealed that 26% of Brazilians think the way a woman dresses justifies a sexual harassment. After the model screams, readers are given the warning that touching a woman just once can count as harrassment. And they can only continue to read if they don't touch her body again.

Credits

Date
May 05, 2014
Brand:
CIM - Women Integration Centre
Client:
CIM - Women Integration Centre
Agency:
Mood
Head of Digital:
Andre Felix
Integrated Creative/Copywriter:
Bruno Brasileiro
Integrated Creative/Art Director:
Ricardo "Brad" Correia
Vice President/Creative Director:
Valdir Branchi
Film Company:
Sagaz Filmes
Film Director:
Daniel Caselli
Production Company:
Thegoodfellas
Digital Creative Director:
Fernando Carrera

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Project Type