Invisible Sexism Tackled In Brazil
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FCB Brazil and Brazilian newspaper O Estado de São Paulo hijacked São Paulo Fashion Week with their ‘Invisible Sexis’ campaign, created to shed light on victim blaming.

During Brazil stylist Amir Slama’s show, messages of empowerment were painted onto the runway models with a special reflective ink only visible via flash photography. Phrases included ‘Cleavage is not an invitation’, ‘My skirt is not permission’, ‘Showing skin is not teasing’ and ‘I dress myself like I want to’.

As the models walked down the runway, the messages were only seen under the direct flashes of the cameras, by attendees using flash photography, bringing to light the often unseen problem of blaming the victim in cases of sexual violence.

“With this project, we shed light on invisible sexism which must be seen, so that it can be discussed with the seriousness it deserves,” said Joanna Monteiro, Chief Creative Officer of FCB Brasil. “The paint is not visible to the naked eye, just as prejudice and violence against women are not always evident.”


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Title: Invisible Sexism

Product: O Estado de S. Paulo

Agency: FCB Brasil

Chief Creative Officer: Joanna Monteiro

Executive Creative Director: Fábio Simões “Simon”

Creative Director: Romero Cavalcanti

Art Director: Henrique Ferreira, Victor Yves

Copywriter: Mario Morais 

Projects: Marcio Bueno, Suelen Mariano

Account: Cris Pereira Heal, Anna Sant’Anna, Henrique Silva

Planner: Marcia Neri, Bianca Reame, Rafael Gonçales, Marcio Rodrigues, Carolina Valentim

Media: Fabio Freitas, Cristina Omura, Augusto Gasperotto

Graphics Production: João Albertini, Daniele Fonseca, Camila Galdêncio

Artbuyer: Tina Castro, Daniel Gonçalves

RTV: Charles Nobili, Pedro Lazzuri, Ricardo Magozo, Mariana Carneiro, Natasha Zaminiani

Model: Ana Ferreira

Photography: Mauricio Nahas, JF Diorio/Estadão

Client Approval: Flavio Pestana, Marcelo Moraes, Marcela Dalla Torre

Support: Estudio Mario Daloia