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It’s Not Just a Day, It’s a Movement

It’s Not Just a Day, It’s a Movement

Natasha Smith

Natasha Smith

March 8, 2018

A bold new ad highlights violence against women—a stark reminder that hashtags simply aren’t enough.

From #MeToo and #HeforShe to #ImWithHer and #EffYourBeautyStandards, so-called feminist hashtags are used to amplify the message of female empowerment and gender equality.

However, the Associação de Mulheres Contra a Violência (AMCV) in Portugal is going beyond the hashtags with a bold new print ad created by Fuel Lisboa. On International Women’s Day, AMCV, an association that tackles continued violence against women, has published a number of sobering stats that illustrate the ongoing violence against women. The ad is running in several of Portugal’s most-read newspapers.

Marcelo Lourenço, Creative Director at Fuel Lisboa, shares why it’s imperative for brands to get involved in the conversation—right now.

"Because the fight for women’s rights is far from over."

How is the AMCV using this print ad to tap into the conversation on International Women’s Day? 

Many of us can remember one of the most shared images from a 2016 protest centered around a proposed abortion legislation in Poland: an elderly woman holding a sign that read, “I CAN’T BELIEVE I STILL HAVE TO PROTEST THIS F*CKING SH*T.” That same verbiage has been displayed at Women’s Marches around the world.

In part, it’s shocking because it’s true: 2017 was a year of progress for those who fight for women’s rights—but there’s a lot that still needs to be done. Not many will argue with that. AMCV, an NGO that helps victims of gender violence, wanted to remind everyone that even today, on International Women’s Day, there are millions of women living in places where violence against them is a societal norm.

Why is this message important to share, especially today?

Because the fight for women’s rights is far from over.

How can brands add their voices to this conversation?

By example. The best campaign that a brand can produce is one that promotes gender equality in their offices, stores, and among their customers.  

What advice do you have for marketers who may be hesitant to enter this conversation?

Don’t be the last one to get on the right side. Be genuine. When you decide it’s time to join the conversation, please don’t focus on turning movements into sales. Do it with your heart, or don’t do it at all.

What is the ultimate goal of this ad for the AMCV?

To remind everyone that wearing a “Time’s Up” pin is simply not enough. AMCV receives desperate calls from victims every day in Portugal. There are millions of abusers of women out there, and so we can’t let the conversation die.

From #MeToo and #HeforShe to #ImWithHer and #EffYourBeautyStandards, so-called feminist hashtags are used to amplify the message of female empowerment and gender equality.

However, the Associação de Mulheres Contra a Violência (AMCV) in Portugal is going beyond the hashtags with a bold new print ad created by Fuel Lisboa. On International Women’s Day, AMCV, an association that tackles continued violence against women, has published a number of sobering stats that illustrate the ongoing violence against women. The ad is running in several of Portugal’s most-read newspapers.

Marcelo Lourenço, Creative Director at Fuel Lisboa, shares why it’s imperative for brands to get involved in the conversation—right now.

"Because the fight for women’s rights is far from over."

How is the AMCV using this print ad to tap into the conversation on International Women’s Day? 

Many of us can remember one of the most shared images from a 2016 protest centered around a proposed abortion legislation in Poland: an elderly woman holding a sign that read, “I CAN’T BELIEVE I STILL HAVE TO PROTEST THIS F*CKING SH*T.” That same verbiage has been displayed at Women’s Marches around the world.

In part, it’s shocking because it’s true: 2017 was a year of progress for those who fight for women’s rights—but there’s a lot that still needs to be done. Not many will argue with that. AMCV, an NGO that helps victims of gender violence, wanted to remind everyone that even today, on International Women’s Day, there are millions of women living in places where violence against them is a societal norm.

Why is this message important to share, especially today?

Because the fight for women’s rights is far from over.

How can brands add their voices to this conversation?

By example. The best campaign that a brand can produce is one that promotes gender equality in their offices, stores, and among their customers.  

What advice do you have for marketers who may be hesitant to enter this conversation?

Don’t be the last one to get on the right side. Be genuine. When you decide it’s time to join the conversation, please don’t focus on turning movements into sales. Do it with your heart, or don’t do it at all.

What is the ultimate goal of this ad for the AMCV?

To remind everyone that wearing a “Time’s Up” pin is simply not enough. AMCV receives desperate calls from victims every day in Portugal. There are millions of abusers of women out there, and so we can’t let the conversation die.

Natasha Smith is the strategic communications manager for Havas Group. She happily represents 404 in the 212.

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