This Campaign Uses Brazilian Sign Language to Support Reporting Violence Against Women

Every hour in Brazil a person with a disability reports a case of domestic violence. According to the Brazilian Public Security Forum, the number of aggressions is considerably higher because the lack of accessibility make reporting even more difficult leaving the victims more vulnerable. Especially for hearing-impaired and deaf women.

That was the trigger used by We, one the largest independent agencies in Brazil, to bring the subject to the spotlight. The team pointed out the fact that hearing impairment and deafness are not just about the condition of not hearing. It's also about not being heard in a world that is not ready to communicate with you: on the streets, at work, in modes of transportation, and even on television shows.

And, in Brazil, television is the only communication channel with 88% coverage and almost 100% penetration. As a result, virtually the entire population is impacted by the broadcasters’ programming, including hearing-impaired and deaf women who suffer domestic violence. So, it made sense to use this kind of media as a key part of the idea.

With this scenario in mind, the agency proposed to one of their clients, Fala Mulher Association, to join SBT Broadcast to create the 'Voice of Silence' project. An initiative that 'hacked' the only space on TV where it is possible to communicate directly with hearing-impaired and deaf women: the age rating warning. In Brazil, all television shows are required by law to show an opening with a Brazilian Sign Language (LIBRAS) Interpreter warning about inappropriate content on the show.

So for the first time ever, the initiative transformed the age rating warning into an advertising format with several hidden messages:

“Hey, you... yeah, you... watching me. You are no longer alone in case of violence: report it now in sign language (LIBRAS) at falamulher.ong.br”

“You can rest assured: here, it’s just you and me. If you are suffering any type of violence, report it now in sign language (LIBRAS) at falamulher.ong.br”

“Hi, I'm here to tell you one more thing: your life matters a lot. In cases of violence, report it now in sign language (LIBRAS) at falamulher.ong.br”

“Look, if you are a victim of violence, I have another important warning for your safety: report it now in sign language (LIBRAS) at falamulher.ong.br”

“Now, I’d like you to understand what I am going to tell you: the violence is not your fault. Report it now in sign language (LIBRAS) at falamulher.ong.br”

In a discreet way, without attracting the attention of the attackers, the idea encouraged these victims to report domestic violence through our exclusive channel in sign language (LIBRAS). This way, bringing more than an alert: an exclusive channel for hearing-impaired and deaf victims to report their cases of violence. Through the website, they accessed a platform fully adapted to ensure clear and efficient communication when recording attacks.

The campaign is on air every day, 24/7, and is already part of the broadcaster's definitive schedule, which has also made all the campaign materials available so that the initiative could be implemented by other TV channels.

After all, the 'Voice of Silence' project stands for a major challenge in the country: solving the difficulty that many victims find when they go to a police station but are not fully comprehended in their reports of violence.

“Many hearing-impaired and deaf women are unable to communicate and the incident is recorded as a report of an incapable person.”, explains Carla Jara, marketing manager at Fala Mulher Association.

The concept behind the proposal created by the agency with Fala Mulher Association and SBT Broadcast is to emphasize the importance of giving voice to those who are silent and need special assistance to break the cycle of violence. And of the best ways to do that is to speak out about the violence suffered by the victims.

“Hearing-impaired and deaf women are not incapable, in fact, it is the world that is not prepared to understand them and we are happy to help with that.”, says Priscila Stoliar, SBT Head of Marketing.

Voice Of Silence. A new voice in the fight against violence.