Next Minute Law

Ministério Público Federal • VMLY&R São Paulo

The Next Minute law ensures free, immediate assistance to rape victims at public hospitals. In partnership with the Federal Prosecution Service, we raised awareness for the law by installing billboards with lighting six times stronger on streets with a high incidence of violence to not only inform about the law, but prevent new assaults.

We partnered with Brazilian soap operas, and whenever a fictional abuse happened, the actress performing the victim would alert other potential victims about the right procedure to be followed after an assault during the commercial break. We also implemented a Google tool to geolocate rape reports for immediate assistance at hospitals and police stations.

Cannes Recognition

3 Bronze: Health & Wellness, Sustainable Development Goals, Glass Lion for Change

1 Shortlist: Brand Experience & Activation