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Harassment Advisory

CLIENT
L'Oréal
BRAND
L'Oréal
REGION
Brazil
CATEGORY
Entertainment
Media
Direct
Creative Strategy
INDUSTRY
Consumer Goods / Beauty
DESCRIPTION

In Brazil, more than 5 million Brazilians watch TV reruns every day, full of scenes featuring harmful and outdated misogynistic behavior aimed at women. L’Oreal and WMcCann Brazil introduced “Harassment Advisory,” a new warning label system for normalized harassment content. We used pre-roll ads to label more than 5000 hours of content, encouraging debate across the country and leading to a bill that will be presented in the Chamber of Deputies.

AGENCIES
WMcCann Brazil