In 2019, for Women’s International Day, together with Magazine Luiza (Brazil’s largest retail store), we launched a hidden “panic button” for women to call the police when feeling threatened at home. The button in the stores’ app and site called the police automatically.

In 2019 the button was successful but didn’t live its full purpose until the 2020 pandemic. Unfortunately, with everyone stuck at home, domestic violence rose drastically in Brazil and there was a 400% increase on the click of the button. Suddenly it went viral, with famous Brazilians sharing the iconic image and major newspapers reporting on it. But most importantly, it helped women to feel safe at home, a place they should have been safe in the first place.