Those who follow celebrities such as Sabrina Sato, Ana Maria Braga, Evaristo Costa, Thaila Ayala and Mariana Goldfarb on Instagram can still be influenced, until the end of this month, by a series of advertisements for an “impossible product line”.
The line of fictitious products was created for a publicity campaign by the CVV (Centro de Valorização da Vida), called “AntiPubli”, created by a collective of advertisers and journalists who for four years have been idealizing voluntary campaigns for the CVV.
Eduardo Cabral, from WMcCann, creator of the campaign says that the proposal is to attract the public’s attention with something absurd, opening space to talk about a real solution – “professional monitoring and a lot of active listening”, he says.
Posts made by these well-known figures and with thousands of followers will feature items such as “lychee soap to treat agony”, “papaya soap for loneliness” and “raspberry soap for sadness”.
The NGO (non-governmental organization) CVV answers by phone, email, via chat and even by letter, free of charge, to provide emotional support to those who need to talk. The telephone number is 188 (toll free) and the website for other contacts is www.cvv.org.br. The Yellow September campaign has been carried out since 2015 for suicide prevention and awareness.
Joana Cunha with Fernanda Brigatti, Paulo Ricardo Martins and Diego Felix
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