THE WHAT? L’Oréal Paris has unlocked articles on sexual harassment to millions of readers in Brazil in a bid to help combat harassment in public spaces, according to a report by The Drum.
THE DETAILS? The three-month Paywall Down initiative was created by WMcCann and unlocks articles on harassment for open areas. This is said to have boosted views on the topic at Marie Claire, Glamour, GQ, Vogue and O Globo by a reported 2,611 percent.
McCann Worldgroup carried out a study that The Truth About a Well World, which found that 90 percent of Brazilians have already encountered disinformation on social networks.
Laura Parkinson, director of L’Oréal Paris in Brazil, said: “L’Oréal Paris understands the need to circulate information to help combat harassment in public spaces, which is not always easy to identify.”
THE WHY? A study by University of Oxford in 2021 found that 34 million Brazilians don’t have access to local journalism.
Luiza Portella, Strategic Planning Director at WMcCann, said, “The StandUp campaign was entirely developed with the aim of interrupting a dynamic that we are experiencing [that is] extremely harmful, which is that we do not intervene in situations of harassment. The idea of Paywall Down was born precisely in this tune: to propose an awareness of society, helping in the dissemination of information, news and materials that contribute to a transformative movement and a more empathetic society.”