We wanted to give a voice to all the women that for shame or for the physical reaction of freezing - a brain-based response to danger - didn´t speak out loud and report abuse. Also, we wanted to create a social movement to let women express their empathy with all the victims.
The movement EVEN IF YOU DON’T HEAR ME #IMSCREAMING, is based on a very simple cultural insight. When we WRITE IN CAPITAL LETTERS, in written language, it´s equivalent to "scream in silence" or without even talking. But why we needed women to scream?
In Perú, there had been recent sexual abuse crimes, in which judges decided not to pled guilty to abusers, because they said that women didn´t scream during the raping, with meant they both agreed to have sex .
Peru 21 as a newspaper is written media, so obviously is a non-sound media in its core. Facing that, we started exploring the written media codes to try to find a way to give women the chance to "raise their voices". Then we remembered that the newspaper headlines are mostly written in CAPS to give that story "a louder voice". We also recalled that any message in Social Media or even in emails written in CAPS is equivalent to "speak out loud" or "scream".
With all this context, the idea finally came: the best way for a written media to help women that were vicitms of sexual abuse to raise their voices, was inviten them to write in CAPS all the messages they weren´t able to express in all the sexual abuse situations they were victims of.
Peru21 is a Peruvian newspaper that has as a purpose: "to show our readers what´s going wrong in the world and how can we transform it for good from our country". To bring their purpose to life, they have chosen social causes to stand for. The most important for them is to fight against gender violence.
In this moment of our market, Peruvian newspaper users (93%) are asking the media brands to stand for social causes since this brands know more than anybody else, data of which problems are getting worst. In order to show our readers that we do care about what´s happening in our market, and also that we have the best information to help transform "transform it for good from our country" we tried to find some new information that could help us leverage the debate of gender violence.
When we found about the physical reaction of freezing - a brain-based response to danger - that happens in a rape situation, we knew that we could help our community giving some new information that could one hand take guilty out of the victims that weren´t able to speak and on the other hand educate the whole community about a very hard subject.
Then, using the CAPS as a way to empower women gave us not only the possibility to own the conversation as a written media but also make people participate in the movement. The movement gave us a lot of visibility making us a Trending Topic and giving us the best Sentiment performance in the history of the brand. At the end, we brought to life our purpose, by using a very simple code of written media and make thousands of people participate in a relevant movement while showing positive sentiments about us.
The movement was kicked-off by a special segment in the newspaper, in which a psychologist thoroughly explained the chemical process that takes place in the victim’s brain when experiencing a rape. Besides, inside the newspaper, 11 women "screamed" in 240 characters messages of empathy, relating to the pain and trauma a raped woman feels. Among them were Jennifer Villena, Silvia Vásquez-Lavado, first Peruvian woman to climb the Everest, and Alessandra Bonelli, former Miss Peru beauty pageant contestant, all victims of sexual abuse.
The news segment invited readers to engage in the movement by writing in their social networks a complete text in CAPITAL LETTERS, screaming for all those women that have been violated.
Soon the message went viral, activists and influencers jumped in the campaign and hundreds of women united around this cry, some of them even daring to break the silence around sexual abuse episodes they had experienced….one of them even included Alberto Fujimori, former president of Peru.
All this made the movement reach the headlines even in other newspapers.