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Use of Social Media


Entrant: FCB Brasil, São Paulo
Estadão Digital - "#7minutes1report"

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Corporate Name of Client: Estadão Digital

Head of Client Services: Flavio Pestana

Client Account Director: Marcelo Moraes

Client Supervisor: Marcela Dalla Torre

Client Marketing Director: Marcelo Moraes, São Paulo

Media Planner: Sergio Brotto

Agency Senior Account Executive: Mauro Silveira

Agency Account Supervisors: Juliana Peralta/Renato Coelho

Agency Account Directors: Tania Muller/Cristiane Pereira/Anna Santanna

Agency Strategic Planners: Rapha Barreto/Frederico Steinhoff/Lucia Abreu

Agency: FCB BRASIL, São Paulo

Chief Creative Officer: Joanna Monteiro

Executive Creative Director: Fabio Simoes (Simon)

Copywriter: Mario Morais

Art Directors: Henrique Ferreira/Victor Yves

Head of TV: Charles Nobili

Agency Producer: Rodrigo Resende

Project Managers: Gerson Lupatini/Elaine Santos

Photographers: Paulo Mancini/Elisa Bahiense/Rafael Holanda Barroso/Nelson Oliveira/
    Maria Objetiva/Maxwell Vilela

Art Buyers: Tina Castro/Daniel Goncalves

Sound Design Company: Sound Design Productions

Description of the Project:
The whole idea started with one simple piece of data: every 7 minutes, a woman reports abuse in Brazil. It was not only the insight of the campaign, but also part of the execution. We took real reports of female victims of violence and tweeted them every 7 minutes for 24 hours. In other words, the campaign only happened because of the data.
Every day, the Women's Assistance Hotline (Dial 180) receives 205 reports of abuse, which means 1 report every 7 minutes. That was why Estadão, an important newspaper in Brazil and positioned as a brand that promotes discussions for making a better future, has decided to talk about the problem on International Women’s Day. Estadão’s goal was to make people realize that March 8 is a day to fight for women’s rights, thereby making the newspaper's position even stronger for millions of readers.