You Have Voice (Você Tem Voz)
Development of online and offline campaign materials. Original concept created by the senior creative team.
Project: SECOM
Copywriter (supporting): Augusto Barros
Art Director (supporting): Lidia Pessoa
Original Concept and Copywriter: Thiago Diniz
Original Concept and Art Director: Gustavo (Dois)
Brasil © 2019
When a woman suffers violence, she loses her voice.
Scope on this project: development of online and offline campaign materials (adaptation, rollout, and production support), working from the original concept led by the senior creative team. For the International Day for the Elimination of Violence against Women, the agency developed a campaign with Brazilian singers Simone and Simaria. The concept centered on removing the voice from a music video to turn silence into a message about violence against women. The insight behind the campaign was clear: when a woman suffers violence, she loses her voice.
Challenge
For the International Day for the Elimination of Violence against Women, the challenge was to address the issue in a way that would make people feel it, not just see it. The campaign needed to turn awareness into emotional impact and create a strong enough reaction to start conversations both online and offline.
Approach
Based on a concept created by the senior creative team, the campaign removed the voice from a music video produced with Brazilian singers Simone and Simaria. The idea came from a powerful insight: when a woman suffers violence, she loses her voice. By first releasing the clip without sound, the campaign created discomfort and curiosity. The full version with audio was launched afterward to explain the idea, bring visibility to the issue, and amplify the message through the hashtag #vctemvoz.
Campaign video
Music video
#vctemvoz — official campaign podcast
Open show in Spotify↗
Key visual
Concept
