#Brazil #São Paulo #Vibra Energia #child sexual violence #社会的行動

Vibra Energia's 'Inconvenience Store'

Vibra Energia, the largest fuel distributor in Brazil, is making waves with an innovative initiative that addresses a pressing societal concern. Launching its 'Inconvenience Store' in São Paulo, the campaign seeks to shine a light on the disturbing reality of sexual violence against children and adolescents, a subject often shrouded in silence. The campaign aligns with Vibra's commitment to the Zero Sexual Violence cause, aiming to transform a typical convenience store experience into a powerful platform for social change.

Campaign Overview

The 'Inconvenience Store' is set up in a central area of São Paulo, from March 20 to 23, 2025, transforming an everyday shopping experience into a stark reminder of the urgent issues surrounding child sexual violence. According to statistics from IPEA in 2023, only 8.5% of these incidents are reported, highlighting the need for greater awareness and active community participation in combating the issue.

Visitors to the store will encounter installations designed to challenge their perspectives on conventional convenience store items. Instead of typical products, shoppers will find immersive displays that showcase heart-wrenching statistics and facts about sexual violence against minors in Brazil. Vibra's CEO, Ernesto Pousada, emphasized that this initiative is more than just a marketing campaign; it is a commitment to transforming a painful reality and fostering societal engagement on this crucial issue.

A Discomforting Experience

The concept of the store is to create discomfort, forcing visitors to confront the reality of sexual violence head-on. Through carefully curated displays, packaging, and even employee interactions, every element of the store has been strategically designed to evoke an emotional reaction. Adriano Abdalla, PROS's Chief Creative Officer, noted that delivering a clear and impactful message is essential when addressing sensitive topics like sexual violence. The store serves as a necessary wake-up call, provoking immediate awareness and urging customers to act, particularly in reporting incidents.

Interactive Immersion

An integral part of the 'Inconvenience Store' experience is its interactivity. Customers will journey through various sections that narrate the grim stories of those affected by sexual violence, culminating in a call to action. For instance, the cleaning supplies section will prominently feature a message that underscores the importance of not concealing abuse, linked to disturbing statistics about perpetrators. These powerful messages, such as “Don’t cover up for relatives,” aim to resonate with shoppers, urging them to confront the difficult truths surrounding this issue.

Other product sections will provide statistics related to the aftermath of abuse, revealing its long-term effects on children, including mental health struggles. As visitors explore, they will experience a range of sensory inputs—sounds, textures, and climate changes designed to deepen their understanding of the topic. The experience culminates at the checkout counter, where visitors receive additional information about the prevalence of sexual violence, along with a keepsake to remind them of their experience and the importance of speaking out.

Community Engagement

In addition to the immersive experience, the store showcases an 'Employee of the Month' board, celebrating activists dedicated to ending child sexual violence. This component highlights that everyone has the potential to be an agent of change in this fight. Vibra's initiative aligns well with the broader Zero Sexual Violence Movement, which works to unite various stakeholders, including private and public entities, in combating violence against children.

About Vibra Energia

As a leader in Brazil’s energy and lubricant distribution market, Vibra has not only focused on its commercial success but also has taken on social responsibility initiatives. With substantial investments of over R$ 7 billion toward transitioning into renewable energy solutions, the company embodies a commitment to sustainable and ethical practices in various sectors, including aviation, manufacturing, and agribusiness. Through campaigns like the 'Inconvenience Store,' Vibra aims to harness its influence to foster a safer society for future generations.

The 'Inconvenience Store' exemplifies how companies can leverage their platforms to confront significant societal issues. By turning a routine shopping experience into an opportunity for awareness and action, Vibra Energia is paving the way for a collective fight against child sexual violence that requires urgent attention and societal involvement.