São Paulo, March, 2025 – In 2023, approximately 85,000 women and girls were intentionally murdered worldwide, an average of 232 daily deaths, according to the United Nations (UN). This statistic reflects the severity of femicide, a violence that, for the most part, occurs in domestic settings and is committed by partners or family members.
To raise awareness about this reality and provide a tool for identifying those living in risky situations, Universa, UOL’s female platform, in partnership with Instituto Gloria, a social transformation platform that combats the cycle of violence against women and girls, has launched Loveless Story.
Narrated by Luana Piovani, actress and activist for women’s and children’s rights, the production raises awareness about the signs of abusive relationships and the “femicide timeline,” identified by British criminologist Jane Monckton Smith in a 2019 study. The research analyzed 372 cases of women killed by partners or ex-partners and revealed a temporal pattern of eight common stages among the perpetrators. It was also found that over 80% of femicide victims were killed by men they were in relationships with.
The Loveless Story audio series follows these eight stages mapped by Smith across eight episodes, telling the fictional story of Eduardo and Julia, a couple whose relationship begins seemingly romantically but follows a cycle of violence that culminates in a tragic ending. The initiative was developed by Artplan, the largest Brazilian agency with 100% national capital.
“An audio series has much greater reach than any action we could take as a state. The ability of an audio series to reach many women makes it a very powerful tool. So, yes, proposals like Loveless save lives,” says Natália Tenório, a police delegate for 13 years, who currently works in the Public Security Department of Espírito Santo with policies to combat violence, specifically in the women’s protection management.
“Making it clear to us, women, what the next step is, is essential—the only way to leave a violent context before we are killed simply for being a woman,” says Cristina Castro, CEO of Instituto Gloria.
For Paulo Samia, CEO of UOL, it is essential that the audio series be widely promoted to reach as many people as possible and have an impact: “Since its launch, Universa has been dedicated to covering women’s rights, with reports and initiatives that inform, value, and raise awareness among thousands of Brazilians every day. With Loveless Story, we hope that not only UOL but also other media outlets, content creators, and social platforms will support and promote the project so the message reaches as many people as possible,” he explains.
Debora Moura, Head of Diversity & Inclusion at Artplan, emphasizes that the choice of the audio series format came from the need to convey the complexity of the femicide timeline in an accessible way to the population. “We want the narrative to engage and raise awareness, using the art of storytelling to generate reflection and action,” she says. “The fact that 71% of the true crime audience on Spotify is female reinforces the importance of creating content that not only informs but also alerts about often ignored signs,” she concludes.
The audio series will be available on major audio platforms, within Universa’s programs. Additionally, a 360º campaign will be produced to amplify the reach of the initiative, including online and offline media, promotions on UOL’s platforms, and the participation of brand talents such as Titi Müller, Maria Ribeiro, and Cristina Fibe.
