Last Thursday, the 18th, the online launch event for the Latin American campaign took place, Normal is that they love you, a brand initiative Lifetime. The objective was to promote a meeting between women from different countries who could share experiences about domestic violence, in order to raise awareness and alert others. To represent Brazil, the actress was present Luiza Brunet and the psychologist Giselle Prado, creator of the project A Midnight Help.
O Lifetime stands out for being the women's entertainment brand that celebrates equality, inclusion and acceptance, and their campaign focuses on different types of violence against women. Broadcast on radio, movie theater networks, digital platforms, social networks and on the channels of the A+E Networks group (Lifetime, A&E, History and History2), the parts and the leading page are already in the air.
As is known, the date of November 25 was chosen by the United Nations to mark the International Day to Combat Violence Against Women. From the 22nd to the 25th of November, the Lifetime there will be a special program featuring films and documentaries, based on real stories that are part of the actions to raise awareness for the end of violence against women.
Check the list of works that will be shown:
- 11/22 - Tortured by Her Father
- 11/23 – Beyond the News: Jennifer Dulos
- 11/24 – Missing?
- 11/25 – Aly Raisman: A Light at the End of the Tunnel and My Story
At the virtual launch event for the Latin American press of the O Normal é que Amen campaign, held last Thursday (18th), Luiza Brunet and Giselle Prado joined two Mexican women, Zundury and Karla Hyacinth, also survivors of violence. Among moving accounts and personal experiences, all spoke of how they became advocates and activists for the end of gender-based violence.
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The numbers that were already bad, got worse with the global pandemic of coronaviruses. According to a publication made by Agencia Brasil, in the last year, one in four women over the age of 16 says they have suffered some type of violence or aggression in Brazil. Unfortunately, the study points out that the residence remains the most dangerous place. Almost half of the cases of violence took place inside the home, and 73% of the aggressors were intimate with the victims. Husbands or boyfriends first, followed by ex-husbands or ex-boyfriends, fathers or mothers, stepfathers or stepmothers, and even sons and daughters.
However, it is necessary to be aware of the types of aggression that happen, as it is not only physical or sexual aggression that leave marks on victims. Other types of violence such as psychological, moral and patrimonial leave wounds that are often difficult to heal. During the event, Luiza Brunet, who was already a victim of domestic violence, spoke about the importance of publicly debating the issue:
The activists are extremely important, because they will be taking information from a feeling they have that is replicated every day, every minute, to another woman who cannot identify, who cannot speak out of fear and shame. So activism is about breaking the cycle of violence and talking about your pain very naturally. – Luiza Brunet
The campaign Normal is that they love you uses content from the Um Socorro à Meia Noite project, created by Giselle Prado, a psychologist and also a victim of domestic violence, with the aim of informing, welcoming and empowering women survivors of any type of aggression. With more than 45 thousand followers, Um Socorro à Meia Noite's Instagram profile is a network and support, and provides relevant information on self-esteem and tips to combat violence against women – among them, the role of men, statistics and contacts useful for asking for help, in addition to focusing on the recovery of victims who have suffered different types of violence. The action also includes the participation of psychologist Marília Palma.
the mexicans, Zundury and Karla Hyacinth they spoke not only about violence against women, but about another issue such as human trafficking that occurs all over the world. According to an article on the subject published by CNN, despite some advances on the subject, it was only in October 2016 that the specific law on human trafficking was enacted in the country. Until then, human trafficking, considered the third largest illegal activity in the world, was linked only to prostitution and sexual exploitation. Now, however, crime occurs when the victim is brokered, recruited, transported, or purchased through serious threat, violence, coercion, fraud, or abuse.
For sexual exploitation, the main victims continue to be women and for slave labor, men. According to the UN, the child population around the world represents 34% of victims of this type of crime. According to the National Report, it is possible to assume that criminals are adapting their recruiting strategies to the new reality generated by the pandemic, especially through the use of modern communication technologies.
Karen Santiago, Director of Content and Communication at Lifetime states that the brand's objective is to convey that every woman deserves respect and can count on a support group, with her friends, family and specialized organizations, to remake her life with the people who value and love her.
With this honest and direct campaign, the Lifetime it encourages the breaking of silence between children, neighbors or friends who know about cases of violence against women. During the pandemic, cases not only continued but multiplied
The fact is that even talking about violence, for the victim it is a very painful process and shame and guilt are things that weigh heavily when making a decision. It must be recognized that, during this one year of pandemic, some important measures were taken to strengthen the care of women victims of violence. Law 14.022/20, enacted in July 2020, regulates the registration of domestic and intra-family violence reports online and by telephone. In addition, it sought to prioritize assistance to victims, making them more agile, and defined the automatic extension of existing emergency protective measures while there is a state of emergency in the national territory.
According to the Brazilian Public Security Forum, it points out that during its social isolation, Brazil registered 1,350 cases of femicide in 2020 – one every six and a half hours. The number is 0.7% higher compared to the 2019 total. At the same time, the registration in police stations of other crimes against women fell in the period, although there are signs that domestic violence, in fact, may have increased.
Despite being a delicate topic, the concern of the Lifetime to promote programming aimed at raising awareness of violence against women. There remains the hope that these numbers will go down rather than up. The campaign's goal is to show that women who are in a dark moment when they feel attacked by their peers, they can pluck up the courage to get out of this situation.
Inside my house, what I experienced in childhood I didn't want to replicate, I always told my son about the situations I experienced. Today he's been in a relationship for four years, it's a very respectful, faithful relationship. – Luiza Brunet