August 2026 – Pharmacies, restaurants, gyms and supermarkets operate 24 hours a day. Yet an essential public service for the protection of women is still far from following the same standard across much of Brazil. This contrast is at the heart of “24-Hour Women’s Police Station,” a pro bono campaign created by NOVA in partnership with Instituto Nós Por Elas, launching during Lilac August, Brazil’s annual awareness month dedicated to preventing and combating violence against women.
By launching the campaign during this nationwide initiative, the organizations aim to broaden the conversation around a persistent issue: although Brazilian law mandates that Specialized Women’s Police Stations operate around the clock, this requirement has yet to become reality in much of the country.
In Brazil, an average of five femicides are recorded every day. Most of these crimes occur at night—precisely when more than 80% of Women’s Police Stations are closed.
The campaign turns this contradiction into its central creative concept by placing side by side businesses that are available 24/7 and a critical public service that often is not.
The initiative includes a 30-second film for television and digital platforms, a 10-second DOOH spot, and a series of Out of Home (OOH) executions. Installed near businesses that operate around the clock, the OOH pieces create a direct connection with their surroundings. Near a gym, for example, one execution reads: “If the gym is open 24 hours, the Women’s Police Station can be too.”
The same idea drives the campaign film. It follows a city that remains active throughout the night, showing businesses with their doors open before ending with the image of a Women’s Police Station turning off its lights.
The campaign also invites the public to join the movement by signing the “24-Hour Women’s Police Station” Manifesto. Through the call to action “Sign the Manifesto,” audiences are directed to the Instituto Nós Por Elas website, where they can learn more about the proposal, read the document and support the movement advocating for 24-hour operation of Women’s Police Stations.
“Violence does not follow business hours. Threats do not wait until sunrise. A woman who finds the courage to seek help cannot be met by the State with a notice telling her to come back the next day. The law already requires Specialized Women’s Police Stations to operate 24 hours a day. What remains is turning that obligation into reality,” said Camilla Liporaci, President of Instituto Nós Por Elas.
According to Márcio Nazianzeno, copywriter at NOVA, the campaign uses an everyday situation to highlight a contradiction that continues to be part of Brazil’s reality.
“We hope this campaign encourages public debate and contributes to concrete government action to strengthen the protection of women.”
The campaign’s message is supported by Law No. 14,541/2023, which requires Specialized Women’s Police Stations to operate continuously, including weekends and public holidays.
