During the Women’s History Month, we have featured a series of articles describing various obstacles women have faced—and still have to face—throughout their lives. From those who don’t feel safe just walking home, or daughters being pressured to marry instead of following their dreams, to facing bias and prejudice even within their own language and being told that they just can’t do it—even though they can, easily. There are plenty of such stories, with companies and brands finally paying attention to their struggles—and not just to the unequal pay gap—which can now be seen, for example, in The Inspiration Room, which showcases a number of videos that bring women’s real stories to life.

Now, it’s time to point out that there are some women out there who don’t feel safe even where you would expect it the least – their homes. Unfortunately, there is still a large number of women for whom the most dangerous thing is to be in their house or a flat. A place where they shouldn’t be looking over their shoulder or feel threatened.

As they say: “The darkest place is under the candlestick,” so in order to move the spotlight to the darkest place, Movistar Argentina worked closely with Dhélet VMLY&R to present “Puerta” – The Door.

The latest campaign is a part of Movistar´s movement that simply says that: “It’s time to speak up!” The spot introduces a stressful situation that happens to thousands of (not only) Argentinian women every day, while it reaffirms the company’s commitment to point out social issues within its platform of Corporate social responsibility.

The piece encourages the public to start talking about gender violence and promotes the use of the ‘144’ hotline of the National Ministry of Health and Social Development that helps women who are going through situations involving violence. Calling the easily-to-remember number is confidential and has no cost.

Romina Martínez Battista, Brand Manager at Movistar Argentina, introduces “The Door” as a part of their long-term involvement in various social responsibility cases: “This is a new campaign within our platform of Corporate social responsibility, in which we seek to raise awareness about different social problems such as grooming, cyberbullying and road safety. Today we [aim to] give visibility to the domestic violence that some women go through and promote the use of line 144 so that they have more tools and support in these situations”.

Moreover, Nino Goldberg, CCO at Dhélet VMLY&R, explained the situation closely when talking to branding.news: “Unfortunately, gender violence is still an issue of grave concern in our society. It’s a necessity and a responsibility that brands help stop this, not only with direct messages but also with specific tools. Agencies have to try and create ideas that have the purpose of impacting and travelling as far as possible spreading the message”.

Don’t forget that calling the 144 hotline is confidential and comes at no cost. Spread the word!

CREDITS:

Agency: Dhélet VMLY&R

Advertiser: Movistar Argentina

Product: Door | It´s time to speak up

ECD: Nino Goldberg
Creative Directors: Sergio Paoletta / Juani Calvo
Creative team: Lidia Bartroli / María Martínez López / Micaela Vergez.
General Account Director: Fabiana Antonelli
Customer Service Director: Belén Yusso
Account Direction: María Jazhal
Account Supervisor: Fernanda Vales
Head of Production: Luis Pompeo
Agency Producer: Juan Maidana
Director: Ivan Vescovo.
Executive Producer: Jose Arnal / Adrian Aspani
Producer: Nicolas Spinosa

Post and color: Ladoble
Post Coordinator: Luis Staffolani
Editor: Gustavo Macri

Sound Mix: Papa Post
Advertiser supervisors: Romina Martínez Battista / Almendra Ogdon / Florencia Panizoni / Agustina Iparraguirre / Alejandra Fonterosa.