Campaign: Shut Abuse Up

WPP company: São Paulo
Maria da Penha Institute (IMP)


  • 5 - gender equality
  • 11 - communities

In Brazil, verbal harassment is one of the most common forms of aggression against women. To help change this reality, São Paulo created a campaign for the Maria da Penha Institute, a Brazilian domestic violence NGO. The videos, which were aired on sites with male audiences, could not be silenced, paused or skipped; forcing viewers to experience the same abuse women are exposed to every day on the streets of Brazil.


  • 483,000 people reached in the first two weeks.