Despite advances in public policies and awareness campaigns, the population’s knowledge regarding violence against women remains low. This is demonstrated by the Awareness Index on Violence Against Women, launched in November by Instituto Natura and Avon. This groundbreaking tool measures people’s level of information and perception on the issue in Brazil and five other Latin American countries.

According to the study, only 38% of Brazilians claim to have any information about laws, types of domestic violence (physical, sexual, financial, moral, and psychological), and reporting and support channels to help a woman facing violence.

The survey, conducted with the support of the Quiddity agency between June and August 2025, also reveals that four out of ten Brazilians do not recall seeing awareness campaigns on the topic over the past 12 months, and that four out of ten women do not spontaneously recognize having experienced situations of violence, although they describe such instances when prompted.

“Awareness is part of the solution to the social issue of violence against women and girls. This is why Instituto Natura developed the Index. It is not a one-off survey, but a permanent tool, an instrument for monitoring awareness of violence against women, which helps us understand whether we are progressing as a society in how we perceive, understand, and react to violence against women. It will now guide all our actions on the issue and can help promote the social transformation in the country that we are working towards,” states Maria Slemenson, Superintendent of Instituto Natura Brasil.

The study surveyed 4,224 men and women over the age of 18 across the country. Only 29% demonstrated a “high” or “very high” level of awareness on the topic, while 28% were classified as having a “low” or “very low” level. The highest levels correspond to satisfactory knowledge and the capacity to take action regarding the different types of violence, the ways to help a woman at risk, and the available laws and services.

“Although we have the impression that this issue is prominent in society, the majority of our population lacks fundamental information about laws and public policies for protection and support. This scenario contributes to keeping violence against women, especially domestic violence, within the private sphere, rather than treating it as a broader social issue,” says Beatriz Accioly, anthropologist and Public Policy Lead for the End of Violence Against Girls and Women at Instituto Natura. “Addressing violence against women is the responsibility of the State, but also of society as a whole,” she adds.

Discourse and action: the challenge of translating intention into attitude

The Index also reveals a discrepancy between what women say they would do in the face of violence and what they actually do when experiencing it.

Among the respondents, 98% stated they would take some action, primarily calling the police, if they suffered violence. However, only 73% of those who have actually experienced a situation of violence sought help, and the majority did so without contacting the police or filing a formal report.

At the same time, 96% of men and women recognize having some social responsibility regarding the issue, yet 60% still believe that what happens between a couple “should be resolved solely by the couple,” and 15% state they “would not help the woman because they do not think it is their business.”

Latin American scenario

The Index was launched in the six Latin American countries where Instituto Natura operates — Argentina, Brazil, Chile, Colombia, Peru, and Mexico — and shows that the awareness challenge is not exclusive to Brazil. Across all these nations, more than one-third of the participants reported having little to no information on how to act in situations of violence against women.

The survey also indicates that, although the majority of respondents acknowledge the importance of strengthening laws and policies to address the issue, there is still a low level of knowledge on the subject and difficulty in translating concern into practical action.

As part of its awareness strategy, Instituto Natura and Avon launched the campaign “Sim, é violência. Chame pelo nome (Yes, it is violence. Call it by its Name)” in August and are preparing a new phase this November, as part of the global movement of the 16 Days of Activism, which mobilizes individuals, organizations, and governments worldwide to eliminate violence against women and girls.

Click to access the highlighted data from the Awareness Index on Violence Against Women.

Media impact

The data from the Index has been featured in the press across the country, in media outlets such as Estadão, UOL, Istoé Dinheiro, Jornal de Brasília, and O Dia, among others.