Who said Berenice? raises the specter of psychological abuse
The Real, Guilt-Free, Unapologetic You campaign, co-created by W3haus and Digital Social, aims to raise awareness and help women.
Who said, Berenice? is taking advantage of International Women’s Day week this Wednesday (8) to shine a light on a latent problem that affects a woman every three seconds: psychological abuse.
The brand’s campaign, titled “Real, Guilt-Free, Be Unapologetically You,” reflects the primary reason behind the brand’s positioning and draws attention to the seriousness of the issue, seeking to raise public awareness and embrace women. In addition, the action will offer free psychological help to the victims.
“We know that psychological abuse has the power to instill guilt in women, forcing the victim to take responsibility for what he or she has suffered. Thinking of it as a beauty brand that is present in many women’s daily care routines, we strive to raise awareness of the topic and the conversation by bringing the power of women’s voices. We want to raise awareness and go further by creating a chain of support among women and providing free psychological support to victims through an online platform so that we can serve women from all over the country,” said Marcela de Masi, CEO. Branding and Boticário Group Communication.
To encourage frank and unfiltered conversation, Quem Disse, Berenice? has joined the BeReal social network, which will be fueled by content backed by a strategic partnership and influencer team.
In addition, the brand invited the artist Lela Brandão Co. (@lelabrandao.co), to co-create manifesto print t-shirts through his brand that can cause reflection. The pieces contain “hidden” expressions that require attention to detail to understand, as well as psychological violence.
A portion of the proceeds from the sale of the pieces will go to Vittude, an online psychological counseling platform and campaign partner to create and expand shelters for victims of psychological abuse with free specialized support.
The project, jointly created by W3haus and Digital Social, pulls and uses the theme for social networks with the support of a team of content creators who have already been through the experiences of abusive relationships and already bring it to the conversation with their followers, e.g. Amanda Souza, Alexandra Gurgel, Lorraine Caroline, Hana Khalil, Tia Ma, Ju Leme and Lela Brandao herself.
“Talk about psychological abuse and abusive relationships is growing on social media, but we still don’t know how to recognize the signs and realize that this is abuse that needs to be stopped. Using the very mechanism of the network to draw attention, we are going to power this conversation in a natural way, as it should be,” concluded Domenica Camati, head of creation and brand content at W3haus.