A plataform with the objective of exploring, listening and amplifying voices of feminist causes.

Context

After Milla Garcia won the trophy from SporTV's reality show "Looking for a Caster", she became the new voice of Rainbow Six Siege in Brazil after a public vote. Following this, Milla received a wave of sexist comments on social networks, with accusations and judgments claiming that her victory was not because of talent, but because she was a woman.

Strategy

This led SporTV to reinforce the importance of the issue with the campaign #PorqueÉMulher (Because It's a Woman). From this, a platform was created, with the objective of exploring, listening and amplifying voices of feminist causes.

Process

Under creative direction of Viu Hub, we ran movements and campaigns on digital platforms such as Instagram, YouTube and podcasts, as well as insertions on Grupo Globo channels. We created several educational contents that reached thousands of people and helped to take the discussion to their audience.

Roles

Digital Design, Identity and Art Direction.