An interactive experience that turns spectators into agents of change.

As part of a global campaign to raise awareness against street harassment on the streets, L'Oréal took to Villa Lobos Park in São Paulo, an innovative activation that was impossible to ignore.

Totems equipped with speakers emitted sirens every 75 minutes, arousing the curiosity of visitors. But there was one detail: the solution was in their hands. We developed a system that synchronized the sirens with the display of a QR Code on the totems' screens, creating a clear call to action. By scanning it, the siren was immediately interrupted and the participant was directed to an online training course on how to combat harassment in everyday life.

More than an action, this was an experience that impacted, educated and engaged. A powerful metaphor to reinforce that fighting harassment requires attitude. And L'Oréal showed that, together, we can make a difference.