Created & Written by: Andréa Martins & Marilia Rolemberg

Project Director: Ana Gomes 

Director & Editor: Kathia Calil 

Director of Photography & Colorist: Felipe Corvello 

Producer: Hamilton Chaves

Production Coordinator: Isabela Vilela

Art Director (Lambe Posters): Silvia Lamar 

Supported by: Grupo de Mulheres Brasil

Logline:

A powerful Valentine’s Day campaign inviting people to question what love truly is and to recognize the early signs of abusive relationships before they become normalized.

Description / Synopsis

On Valentine's Day, those walking through the streets of São Paulo encountered a series of thought-provoking phrases: Is this love? Displayed on posters, social media, and echoed in honest conversations, these messages encouraged people to confront behaviors often excused or romanticized in relationships.

The goal was simple yet urgent: to spark awareness, break the normalization of abuse, and inspire people to ask themselves today and every day Is this love? / Será que isso é amor?

Identifying harmful behaviors and naming them correctly is the first step toward change.

This campaign, created in partnership with the Women’s Group of Brazil and supported by the local government, amplified national awareness around abusive relationships. Launched on Valentine’s Day, it generated significant engagement across São Paulo, collecting thousands of shares, comments, and testimonies from women all over the country.