Fala Mulher Association / RedeTV!: Break The Silence

A woman is assaulted every two minutes in Brazil, according to the Fórum Brasileiro de Segurança Pública (Brazilian Public Safety Forum), or FBSP. To stimulate the movement to Combat Violence Against Women, the Fala Mulher Association and a RedeTV! joined forces on an audacious project: every 2 minutes, to interrupt broadcast transmission with the image of a woman being assaulted. More than just a campaign, “2breakthesilence” is a visceral portrait of this reality, personifying the coldness of these alarming statistics and incentivizing reports of the assaults via the “Lei Maria da Penha” (Federal Law for the Prevention of Domestic and Family Violence Against Women). Created by the agency We, and produced by producers Santeria and Canja Audio Culture, with post-production by Clan Vfx, the action was developed over the course of 2 years, due to the high complexity of its execution.In the end, the idea included the participation of real women to portray 720 reports in just one day. In addition, all of the scenes were based on real reports made on video, audio and in interviews with victims gathered by the Fala Mulher Association. In 2019, over the course of several days, RedeTV! made available all of its physical and programming structure to execute the project, which counted on the voluntary participation of hundreds of women, as a contribution to combating the violence. In the end, the result couldn’t have been more different: women of diverse ages, races, styles, social classes, transgender and disabled represented 720 daily reports and strengthened the purpose of the campaign. All the craft of the project didn’t stop there: there was the black and white static of the photos and the commercial audio. On seeing “2breakthesilence”, the musician Noélle Bonacin created a soundtrack in one unique experience. Using her cello, she composed a melody reflecting the sensations she experienced upon viewing the film for the first time. Throughout the entire time, the agency and the broadcaster worked together to find technical and commercial solutions so the project would be as it was originally conceived. After the intervention of “2breakthesilence” in its programming, a 2-minute film was made from the captured frames to also be aired during the broadcaster’s programming.