We showed rape has nothing to do
with what a woman wears.
#IDisagree was the theme of two Carnival blocks,
the most famous Brazilian celebration,
when sexual abuse cases increase considerably.
• 20% of people interacted with the fake term • 8x more fans in only a week • 6+ brands spontaneously joined the cause.
Case Study
Sao Paulo Goverment ➝ 2018 ➝ VML Brazil
Terms &
Conditions
🚨 To alert about blaming rape victims, we put fake responsibility terms on fashion e-commerces.
One in three Brazilians agrees that a woman who wears provocative clothing can't complain if she gets raped. São Paulo’s Public Prosecutor's Office wanted to call the public's attention to this outrageous affirmation.