Next Minute Law

The Next Minute Law in Brazil 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.

  • Almost One Victim Every Minute.

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.

In this tragic reality, we need more than just a campaign. We need a law.
Ministério Público Portugal - Em Defesa Da Legalidade Democrática
Cannes Recognition • VMLY&R São Paulo

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

1 Shortlist: Brand Experience & Activation

  • When the law was announced, we launched a 24 hour long video.
  • Every minute a new victim is assaulted.
  • And in the following minute, instructed and served by the law.