Terms and Conditions
MPSP (Sao Paulo’s Public Prosecutor Office)
Issue 43 | June 2017
Agency
VML Sao Paulo
Creative Team
Global Chief Creative Officer: Debbi Vandeven Executive Creative Director: Linda Bumgarner Executive Creative Director: Jairo Anderson Executive Creative Director: Wellington Ferreira Art Director: Clarice Salles Art Director: Palloma Quintale Copywriter: Fábio Sá Copywriter: Sophia Montenegro Creative Supervisor: Rodrigo Marinheiro
Production Team
Developing Coordinator: Luisa Haddad
Date
March 2017
Background
In Brazil, every 11 minutes one woman is sexually violated. And worse than this, in September 2016 Datafolha Institute, one of the most important research institutes in Brazil, released a survey revealing that one in three Brazilians agree that ‘’A woman who wears provocative clothing cannot complain if she is Raped’’.
As a citizen’s service, São Paulo’s Public Prosecutor Office wanted to open Brazilians eyes for this terrifying truth. For that, a shocking idea - even more outrageous than this truth – was requested to bring awareness for the cause.
Idea
If people agree to blame women’s clothing for rape, it’s like women had to sign a responsibility statement every time they choose what to wear. And that was exactly the idea: create fake - and outrageous - terms and conditions on female fashion e-commerces.
So, when a customer was about to complete her order on the webstore, a fake responsibility term popped up on the screen saying "by choosing this outfit, I cannot complain if I get raped".
Of course the only option was to disagree. And when she did it, she could share #IDisagree and a special post on all her social networks.
The same idea was also applied to physical stores, hanging a tag with the fake responsibility term on the clothes.
Results
#IDisagree was theme of São Paulo’s Carnival: two of the most important street parades joined and promoted the campaign.
Stylists and influencers also talked about it in SPFW, the most important fashion event in Latin America.
And more brands have been joining, opening their e-commerce platform to install the fake responsibility term.