Gold
Papo Sobre Autoestima and Klick Health
Self Defense Sauce
While Rio Carnival has a reputation for fun, there’s an ugly side, with 48% of women enduring sexual harassment and assault every year during the event. And pepper spray is over-regulated, illegal to sell or unaffordable for many in Brazil, leaving too many women defenseless.
Papo, one of Brazil’s most renowned female empowerment media outlets, wanted to change that. In introducing Self Defense Sauce, it turned a household condiment into a stealthy self-defense innovation.
The main ingredient in pepper spray is capsaicin, which is also the chemical that makes hot peppers spicy. After eight months of development and testing to overcome challenges such as clogging and mimicking the reach of real pepper spray, it created an adaptable nozzle that fits most popular hot sauce brands. Because hot sauce is accessible and affordable, the effort aimed to outsmart regulations and help women defend themselves.
Its tests found the efficacy of pepper spray versus Self Defense Sauce was almost the same, giving the target more than 20 minutes of stinging, burning, tearing, redness and temporary blindness — and the victim plenty of time to get away.
To keep the message hidden from perpetrators, there was no PR outreach. But the day before the event, dozens of promoters took to the streets, discreetly handing out butterfly stickers and nozzles.
Carnival influencers delivered 2 million hyper-targeted hidden messages through Instagram Stories, resulting in a 38% decrease in crimes against women.
Silver
Extremity Preservations Orthopedic Center and FCBCure
Endless Frictions
This campaign proves that finding the right artist can be everything. To show patients that relief from the most intractable-seeming pain is possible, it worked with the 3-D illustration experts at Gelmi Studios in Brazil. They created characters that were funny, eye-catching and expressive. Posters in healthcare centers focused on these mortal enemies while promoting advanced pain relief.
