WOMAN He will control your money, keep your documents, hide your things. MAN Because what's yours is ours. WOMAN He will belittle you, threaten you, isolate you, control your friends and your routine. He will manipulate and emotionally blackmail you. MAN I just want to take care of you. WOMAN He will force you to have sex, prevent you from using birth control, expose intimate photos. MAN Who told you to be so incredible? WOMAN He will accuse you, defame you, insult you in public. MAN You're too exaggerated. WOMAN He will push you, hit you, kick you, pull your hair, squeeze your arm. MAN I did it because you deserved it. WOMAN All of these are forms of violence. None are acceptable. We are here to help you. Speak out for the pain that cannot be seen. Purple August. Reporting is a right. Welcoming is everyone's duty. Call 190. Call 180.
Description
Transforming an urgent and sensitive issue into communication that would inform, welcome, and mobilize the community of Natal, Brazil. Purple August is a month of great importance in the national calendar, but the challenge lay in going beyond awareness: it was necessary to create a campaign that would provoke reflection and collective responsibility.
Our goal was to create a visual identity and narrative that would connect with the female universe in a respectful and empowering way, with the motto "Reporting is a right. Welcoming is everyone's duty."
More than an institutional campaign, this project reaffirms the role of communication as a tool for social transformation. Each piece produced was designed to be a channel of information and hope, strengthening the movement that combats violence against women and reinforcing that protection is society's duty.
This professional campaign titled 'Purple August' was published in Brazil in August, 2025. It was created for the brand: Prefeitura do Natal, by ad agency: Agência Execom. This campaign is related to the Public Utility industry and contains 1 media asset. It was submitted 4 months ago.
Credits
Advertising Agency: Agência Execom, Natal, Brazil
Production Company: Prisma, Natal, Brazil
Art Director: Thalyta Figueiredo
Copywriter: Breno Machado
