Don't Blame The Clothes

By J. Walter Thompson, São Paulo, Brazil

For The Womanity Foundation

Winner in category Advertising

In subcategory Print

WPPED Cream
Project Description
Every 11 minutes, a woman is raped in Brazil. As scary as these numbers are the reasons Brazilians attribute to this violence: 1 in 3 citizens believe that it’s the woman’s fault, and 30% of the population attribute the responsibility for the abuse not to the rapist, but to the clothes the victim is wearing.
Agency Solution
We start from this popular view to create a hypothesis: if clothes are an invitation to violence, how do we explain the existence of rape before they existed? By using history to our advantage.
We separate events that prove that rape cases have never had any relation to the victim or to the clothes they wear, but rather to the aggressor. After all, sexism exists well before anything. Especially a garment.
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