# Charitable Anti-Abuse Ads The Penny Prison by Movimento De Mulheres Fights for Women's Rights By Laura McQuarrie | Published 2014-04-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/movimento-de-mulheres References: [movimentomulheressg.br](http://www.movimentomulheressg.com.br/) & [binder.br](http://www.binder.com.br/binderwp/index.php/portfolio/prisao-de-moedas/) Movimento de Mulheres' 'Penny Prison' responds to a shocking statistic: "every 15 seconds, a woman is assaulted in Brazil." Most of the time, these acts of violence are a result of domestic abuse and although these events go on behind closed doors, it doesn't mean that outsiders are powerless. The Penny Prison is a tremendous [women's rights campaign](https://www.trendhunter.com/trends/the-durex-blocker) that was developed by Brazilian agency Binder, showing that even the smallest donation can make a big change. The ad for Movimento de Mulheres is a brilliantly simple one, which put [images of abusive men](https://www.trendhunter.com/trends/sarah-hyland) behind bars by having people drop pennies into clear tubes. Over time, as more and more pennies are donated, the man appears to be locked away in jail, which is quite a literal representation of how monetary donations to the non-profit Movimento de Mulheres will be used. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 60% | Activity: 98% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Charitable Anti-abuse Ads:** Creating impactful advertisements to raise awareness about domestic abuse and provide support for victims. - **Women's Rights Campaigns:** Developing campaigns that empower and support women, addressing issues such as domestic abuse. - **Power of Micro-donations:** Exploring the potential of small donations to make a significant impact in addressing social issues. ### Sectors Adopting This - **Advertising and Marketing:** Innovating new approaches to create powerful and thought-provoking advertisements that bring attention and support to social causes. - **Non-profit and Advocacy Organizations:** Implementing innovative strategies to help raise awareness about women's rights and combat domestic abuse. - **Fundraising and Philanthropy:** Leveraging micro-donations and creative fundraising methods to generate support and resources for organizations working towards women's empowerment. ## Related on Trend Hunter - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Soccer Match Women's Aid Ads](https://www.trendhunter.com/trends/womens-aid-campaign.md) - [Satirical Feminist-Forward Ads](https://www.trendhunter.com/trends/underpaid-women.md) - [Branded Anti-Harassment Initiatives](https://www.trendhunter.com/trends/paywall-down-campaign.md) - [Bread Bag Awareness Campaigns](https://www.trendhunter.com/trends/tellthewholestory-campaign.md) - [Anti-Domestic-Violence Campaigns](https://www.trendhunter.com/trends/neighbours-friends-and-family.md) - [Female Empowerment Campaigns](https://www.trendhunter.com/trends/enough.md) - [Educational Valentine's Campaigns](https://www.trendhunter.com/trends/language-of-love.md) - [Faceless Mother Campaigns](https://www.trendhunter.com/trends/invisible-mothers.md)