good morning verônica, the series
the challenge
the solution
with such a delicate theme at hand, we wanted to grab the audience's attention by sparking conversation about the issue.
more than a series launch campaign; we aimed to provide a service of awareness and support for women who are victims of abuse and domestic violence.
netflix was set to launch the first season of “good morning veronica”, a thriller series centered around an unobtrusive police clerk who decides to investigate two neglected cases on her own, both involving abused women.
pr stunt
for 24 hours, we covered various female channels targeting different audiences, bringing "real life veronicas" to a major social media takeover, posting about how they are fighting against domestic abuse, violence, and other nuances of gender-based violence.
911 service
episode 1: during a tv interview, veronica spells out her phone number for women to call for help.
we recorded a message from the character discussing the real channel where women can find help and support, connecting them to 180 (911).
”hi, this is verônica. I only exist in fiction, but if you called this number, you might be going through a violent or abusive situation at home. If that’s your case, press 1 and your call will be redirected to 180 — the women’s assistance hotline — where real professionals are ready to help. you are not alone!"
