Commission for Citizenship and Gender Equality
Publicidade
The Commission for Citizenship and Gender Equality (CIG), the State body responsible for the promotion and defense of the principle of equality between women and men, has launched its new campaign against domestic violence. With creative by GRINGO, this campaign is present in multimedia channels of national expression.
“As Desculpas para o que lhe fez são uma data delas” (The Excuses for what he did to you are endless) is the tagline that makes up the campaign, which is based on the constant gaslighting that aggressors repeatedly inflict on victims. Featuring Melissa Loja and Rodrigo Mathias as the faces of the campaign and the voices of Albano Jerónimo and Melissa Loja for the TV and radio spots, it can be seen on TV, mupis, billboards, press, radio, cinema, ATMs, and digital media, as well as in a large set of other special out-of-home media.
Our Approach
In 2022, there were more than 30,000 reports of gender-based violence in Portugal. 4,000 of these reports were covered by telecare, demonstrating that the plurality of ways to help has allowed for greater ease of contact with the victim.
Women and men of various educational levels who, from dating to marriage, suffer single or repeated acts of domestic violence. Often excusing or normalizing, in its most varied forms, the abuse of which they are victims, due to fear, apprehension, disbelief, or for financial and cultural reasons.
Violence thus becomes a daily act. And every day new excuses and ways of minimizing and normalizing the aggression are born.
The Tagline and the Campaign
THE EXCUSES FOR WHAT HE DID TO YOU ARE ENDLESS.
This campaign aims to demonstrate how the days of terror cannot be normalized and how they are nothing more than vain “excuses” for the aggressors’ actions. In a campaign that speaks mainly to the victim, without the intention of victimizing her, but transforming her into the owner of the action, seeking to put into perspective that the excuses are nothing more than that. In parallel, the objective is also to put a lens on the aggressor, reminding him/her that the victims recognize that the daily life of aggressions is recurrently populated by empty pardons and excuses.
The Partners
This campaign has the support of many partners who, at different times, will and have already provided advertising space: DreamMedia, MOP, JCDecaux, Cemark, GirodMédias, Bauer Media Audio, NOS, Sony Pictures Entertainment, Impresa, Cofina, Shinecare, Carris, Metropolitano de Lisboa, Metro do Porto, TTSL – Transtejo Soflusa, Trust in News, Sonae MC, Público, El Corte Inglés, Municipal Councils, and many other companies and local media outlets.
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