Ministry of Internal Administration

Advertising

GRINGO – Uncomfortable Creativity was the agency selected by the General Secretariat of the Ministry of Internal Administration (SGMAI) and the Observatory on Trafficking in Human Beings (OTSH) to lead the national awareness and prevention campaign against Sexual Exploitation.

The project reached an unprecedented national scale and was widely recognized by the advertising industry:

  • Grand Prix (Social Issues) – Lusófonos Creativity Awards.

  • Bronze (Social Media Film) – Lusófonos Creativity Awards.

  • International Feature – Ads of the World.

Governmental Advertising: SGMAI Grand Prix (Sexual Exploitation)

The Challenge: Making the Invisible Visible

Sexual exploitation is a crime of shadows. The challenge handed to GRINGO was to create communication that could break the silence and fear, raising awareness among civil society while simultaneously encouraging victims to report. In a theme where visual shock is often ignored due to saturation, our strategy relied on artistic tension and body expression.

Creative Strategy: "The Invisible Dance"

Under the tagline “Sexual Exploitation is an invisible dance until it takes the next step”, our approach used body expression to symbolize the cycle of abuse and liberation.

  • Preventive Aspect (Youth): Pieces focused on warning signs and the moments that can trigger entry into this abusive cycle.

  • Support Aspect (Victims): A direct invitation to report, humanizing state help channels and showing there is a clear path out of the abusive reality.

Implementation and Social Impact

The campaign had a massive multimedia presence throughout the month of April:

  • Digital and Social Media: Focus on high-impact emotional films.

  • Public Health: Presence in the internal circuit of the Directorate-General of Health (DGS).

  • National Territory: Full physical coverage across all 308 Portuguese municipalities through print and proximity media.

Results: The Massive Reach of the Dance

Creativity at GRINGO is designed to generate measurable impact. The efficacy of this campaign, amplified by a robust media strategy, materialized in extraordinary digital reach numbers. We proved that a heavy institutional message can dominate the digital space if it speaks the native language of each platform:

  • 37 Million Impressions on TikTok: Reaching the youngest demographic (prevention) on the platform with the highest rotation and attention demand.

  • 7 Million Impressions on the Meta ecosystem (Facebook and Instagram).

  • 3.8 Million Impressions on YouTube.

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