Every 11 minutes in Brazil, a woman is sexually assaulted. Even worse, according to a 2016 survey, one in three Brazilians agree that a woman who wears provocative clothing should not complain if she is raped. São Paulo’s Public Prosecutor Office collaborated with VML Brazil for a campaign titled, “Terms & Conditions.” In partnership with a Brazilian ecommerce fashion site, we created outrageous responsibility terms that popped up whenever a revealing item was selected. Naturally, buyers were outraged with it and started to spread the hashtag #IDisagree. We also put these terms & conditions on items in stores, and other brands invited us to change their ecommerce code to take part in the campaign. Stylists and influencers joined the cause at São Paulo Fashion Week – the most important fashion event of Latin America. And most importantly, Brazilians could finally agree that rape has nothing to do with what a woman wears.
Digital advertisement created by VML, Brazil for São Paulo's Public Prosecutor Office, within the category: Public Interest, NGO.
Global Chief Creative Officer: Debbi Vandeven
Chief Creative Officer, North America: John Godsey
Executive Creative Directors: Linda Bumgarner, Jairo Anderson, Wellington Ferreira
Art Directors: Clarice Salles, Palloma Quintale
Copywriter: Enzo Sunahara
Account Manager: Carlos Alves
Developing Coordinator: Luisa Haddad
Creative Supervisor: Rodrigo Marinheiro
Planning Director: Leticia Soares
Social Strategy: Marina Meira, Juliana Mizuno
Art Assistant: Beatriz Lima
Art Director: Hugo Mendes Jr.
Media Coordinator: Matheus Machado