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AN APP THAT MEASURES HOW MANY TIMES MEN INTERRUPTS WOMEN.

Woman Interrupted app

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ACCORDING TO GEORGE WASHINGTON UNIVERSITY, WOMEN ARE INTERRUPTED 2X AS MUCH AS MAN

To fight this, we created Woman Interrupted, an app that uses the mobile’s microphone to detect manterrupting in daily conversations, using the difference in the frequency of male and female voices.

To undestand the real power of this simple idea, the app was downloaded in 185 countries, more than the 174 countries that are part of UN.

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This behavior stops women from expressing themselves and aggravates the lack of female representation. Still, it is not taken seriously.
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The development of the app took 6 months of research and tests of an algorithm that allows the app to know the difference between interruptions and just noise.  One of the challenges was performing the analysis without recording audio, to ensure the user’s privacy. Before launch, Woman Interrupted was tested for accuracy by the #1 testing company in Latin America.

67 ARTISTS. 22 COUNTRIES. 87 POSTERS. ONE VOICE.

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The cause inspired an art project, the Portraits of Silence Gallery. More than 67 artists from 22 countries illustrated posters, available on the app’s website. All of them created their version of the campaign’s symbol of a woman silenced by a male hand, using the campaign’s colors and elements. Proof that, to speak up, you can use more than your voice.

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A BORDERLESS CAMPAIGN.

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Ads on airports, streets and specially on Times Square. There were more than 400 articles all over the world. All media was donated for free.

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MILLION IMPACTS IN SPONTANEOUS MEDIA

15K

DOWNLOADS IN THE FIRST DAYS

57

COUNTRIES DOWNLOAD

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MILLION DOLLARS IN FREE EARNED MEDIA

// Cannes Lions
                 Silver // PR 
                 Shortlist // Glass 
                 Shortlist // Mobile 
                 Shortlist // Promo
                 Shortlist // Radio
 

// D&AD
                 Finalist // Impact
 

// ONU Mujeres
                 Finalist
 

// New York Festivals
                 Finalist // Digital / Interactive Public Service
 

// Lürzer’s Archive
                 Book 3
 

// TEDx São Paulo Brazil
                 Official Selection
                 “For the right of full speak”
 
Agency: BETC São Paulo
Creative Director: Rodolfo Barreto
Head of Art: Daniel Schiavon
Creative Team: Rodolfo Barreto, Daniel Schiavon, Nathalie Lourenço, José Pedro Bortolini, Gustavo Leal
PR Planners: Gal Barradas, Rodolfo Barreto

Selected Works

Dissolving PosterHabitat for Humanity

Heart BallItaú

ReflectionsEqlibri

The Red AidFundação Pro Sangue

SpotsAll Clients

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THANKS FOR YOUR VISIT