L’Oréal Paris unblocks articles related to sexual harassment to readers in Brazil
THE WHAT? L’Oréal Paris has unlocked articles on sexual harassment to millions of readers in Brazil in a bid to help tackle 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 harassment items for open areas. This would have increased the number of views on the subject at Marie Claire, Glamour, GQ, Vogue and O Globo by 2,611%.
McCann Worldgroup conducted a study called The Truth About a Well World, which found that 90% of Brazilians have encountered misinformation on social media.
Laura Parkinson, Director of L’Oréal Paris in Brazil, said: “L’Oréal Paris understands the need to circulate information to help combat harassment in the public space, which is not always easy to identify.
THE WHY ? A 2021 Oxford University study found that 34 million Brazilians lack access to local journalism.
Luiza Portella, Director of Strategic Planning at WMcCann, said: “The StandUp campaign has been developed entirely with the aim of interrupting a dynamic that we are experiencing [that is] extremely harmful, that is to say that we do not intervene in situations of harassment. The idea of Paywall Down was born precisely in this air: to offer awareness of society, to help the dissemination of information, news and materials that contribute to a movement of transformation and a more empathetic society.