Between sales, discounts and the compulsive shopping that characterizes Black Friday, we wanted to highlight a date that everyone seemed to overlook: the International Day for the Elimination of Violence against Women. With 56 women murdered in 2023, we needed to remind society that there is something more important than the sales on your favorite pants or your new smarthphone.
We present “The Real Black Friday”, a street marketing action to denounce violence against women and claim that, while many brands only seem to care about the discount that will boost their sales, there is another discount that matters much more: that of murdered women.
That’s why the ROSAPARKS team took to the streets of the city to put up posters and communicate on social media to remind us that the real discount that matters is saving lives.
With this initiative we are challenging the normality of Black Friday to bring awareness to another level, highlighting a reality that cannot be ignored.
