Fala Mulher Association SBT

Voice of Silence

Agency: WE


We recently launched a project called "Voice of Silence" for the NGO Fala Mulher in partnership with SBT, one of the biggest broadcasters in Brazil. The idea uses Brazilian Sign Language as an ally in reporting the violence against women. In other words, it presents an innovative format during the TV network’s schedule that “hacked” the only space where it's possible to communicate directly with hearing-impaired and deaf women: the age rating warning.

Just to give you context, in Brazil, all television shows are required by law to show an opening with a Brazilian Sign Language (LIBRAS) Interpreter warning about inappropriate content on the show. So for the first time ever, the initiative transformed the age rating warning into an advertising format with several hidden messages. So in a discreet way, without attracting the attention of the attackers, the "Voice of Silence" project encouraged these victims to report domestic violence through our exclusive channel in sign language (LIBRAS). This way, bringing more than an alert: an exclusive channel for hearing-impaired and deaf victims to report their cases of violence.

This professional campaign titled 'Voice of Silence' was published in Brazil in September, 2023. It was created for the brands: Fala Mulher Association and SBT, by ad agency: WE. This Direct medium campaign is related to the Public Utility industry and contains 3 media assets. It was submitted 3 months ago.


Advertising Agency: We, São Paulo, Brazil
Production Company: Santeria e Máfia Films&Animation
CCO: Armando Araújo
CEO: Fabio Rosinholi
COO: Alexandre Ugadin
Creative Director: Thiago Gueler
Associate Creative Director: Otávio Mastrogiuseppe e Paulo Almeida PA
Creative Team: Paula Capobianco, Otávio Mastrogiuseppe, Jones Stecca, Armando Araújo e Paulo Almeida PA
Head of Production: Alessandra Salles
Photographer: Marcos Lopes
Audio Company: Quiet City Music + Sound

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