The National Pact Brazil against Femicide has launched a campaign that takes a refreshing approach by focusing on engaging men in the conversation about violence against women. The campaign avoids graphic depictions of battered women, recognizing that not all violence can be easily identified through physical evidence, and that many victims may not identify with such portrayals. Instead, it harnesses the poignant music of Douglas Germano, sung by Elza Soares, to create an anthem of sorts, emphasizing emotional connection over shock value.

Central to the campaign is the notion of masculinity, where men are invited to reconsider their roles in society. The campaign effectively demarcates a line that separates different expressions of masculinity, promoting the idea that true virility lies in protecting and nurturing women rather than dominating them. By featuring ordinary men, it aims to illustrate that aggressors can often be people that women know personally, thus bringing the issue closer to home and making it more relatable for the audience.

Since modernity, the concept of masculinity has often been linked with the subjugation of women, perpetuating an ideology that has been deemed 'natural'. The campaign challenges this perception, encouraging a redefinition of what it means to be a man in contemporary society, where caring and protecting is seen as a strength. This innovative approach not only aims to address the violence against women but also seeks to initiate a broader dialogue about the responsibilities men have in promoting healthy relationships and gender equality.