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

Brazilian Women's Organization Gives Tablet Readers a Shock

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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.
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Violence against women also happens with smaller gestures, like a touch without consent. To show this we developed a tablet Ad you shouldn't touch.
Apr 26, 2014
CIM - Women Integration Centre
Head of Digital:
Andre Felix
Integrated Creative/Copywriter:
Bruno Brasileiro
Integrated Creative/Art Director:
Ricardo "Brad" Correia
VP/Creative Director:
Valdir Branchi
Film Company:
Sagaz Filmes
Film Director:
Daniel Caselli
Production Company:
Digital Creative Director:
Fernando Carrera
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