Vibra Energia is launching an “Inconvenience Store” to put a spotlight on alarming data on sexual violence against children and adolescents in Brazil
The initiative turns the traditional convenience store at service stations into an
immersive experience, aiming to raise awareness about the severity of the issue
and encourage reporting of sexual violence cases.
SAO PAULO, March 21, 2025 /PRNewswire/ — As a driving force behind the Zero Sexual Violence cause, Vibra – the largest fuel distributor and one of the leading energy companies in Brazil – is redefining a common icon of service stations in a new campaign created by PROS, an advertising agency of the Global Stagwell communication and marketing group. Based on the alarming statistic that only 8.5% of sexual violence cases against children and adolescents are reported (IPEA, 2023), the company is launching the “Inconvenience Store”, a striking installation on Avenida Paulista, the financial and cultural hub of São Paulo.
The store will be open to the public from March 20 to 23, in an initiative that challenges visitors’ expectations: instead of traditional convenience products, they will find an immersive circuit of products with redesigned packaging designed to showcase official data on sexual violence against children and adolescents in Brazil.
“The fight against sexual violence involving children and adolescents is a non-negotiable commitment of Vibra. The Inconvenience Store initiative reflects our purpose of joining forces in order to transform this painful and too often invisible reality. Information is a powerful mobilization tool, and we are using all our resources to raise awareness and engage society in the fight against this unacceptable violence,” says Ernesto Pousada, Vibra’s CEO.
Alarming data
A survey by the Federal Highway Police identified over 17,000 locations along Brazilian roads that are vulnerable to the sexual exploitation of children and adolescents, of which 4,791 are at service stations. Vibra, through the network of Petrobras service stations, is present on highways and on various regions of the country, reaching thousands of people every day. Moreover, service stations are high-traffic locations, which underscores their importance in raising awareness and encouraging people to file reports.
Shelves, displays, refrigerators, showcases, and even the store’s employees have been carefully planned to go beyond merely presenting the alarming data: each element is intended to create discomfort and viscerally convey the devastating impact of sexual violence on the lives of children and adolescents.
“In actions related to topics as sensitive as this, it is essential to be literal and impactful in order to deliver the message clearly to different audiences.” In that sense, the Inconvenience Store is a stark wake-up call that sheds light on the issue of sexual violence against children and adolescents in a powerful visual statement, prompting immediate awareness and delivering an urgent call to action, specifically, reporting,” says Adriano Abdalla, Chief Creative Officer at PROS.
An immersive journey that turns information into mobilization
Visitors will navigate an interactive experience that unfolds as a narrative, beginning with the number of cases of sexual violence against children and adolescents and culminating in a call to action for reporting and sharing their experiences. It is worth noting that all products will feature the phone number for filing reports (“Dial 100”), as well as complementary channels .
In the cleaning products section, for instance, visitors will find cloth bags with the following message: “Don’t cover up for relatives: 71.5% of sexual violence cases are committed by them (Source: Brazilian Yearbook of Public Security – Epidemiological Bulletin – Ministry of Health, 2023)”. The toy and jellybean section will present data on what happens to children after they experience sexual violence, such as depression, dissociation, ADHD, eating disorders, anxiety, depression, and panic syndrome, according to a survey conducted by Childhood Brasil.
Throughout the visit, the experience will include sensory experiences like touching, sounds, climate changes, and other interactions. At the end, as they reach the checkout, visitors will receive a store memento and a “receipt” with the “balance”: additional information about the severity of the problem.
Another activity offered in the store will be the “Employee of the Month” board, which will showcase prominent activists for the cause of ending sexual violence against children and adolescents. The sequence of “Employees of the Month” ends in a mirror, suggesting that the next great agent in this cause might be the visitors themselves.
The “Inconvenience Store” aligns with another initiative of which Vibra is part, the Zero Sexual Violence Movement, which mobilizes the private sector and civil society organizations aiming to reinforce the urgency of collective action in combating sexual violence against children and adolescents and fostering a safer and fairer society.
About Vibra
A leader in the Brazilian fuel and lubricant distribution industry, Vibra is today a multi-energy platform that offers solutions beyond traditional fuels to meet the energy needs of its clients, aligned with the best ESG practices in the sector. In recent years, it has invested over R$ 7 billion in energy transition projects, aiming to develop a portfolio of renewable solutions and decarbonization. The Vibra ecosystem includes Comerc, Evolua, and EzVolt.
In the automotive industry, the company holds the Petrobras brand license, comprising a network of about 8,000 service stations across Brazil. Vibra serves over 9,000 clients across 26,700 locations, including sectors such as aviation, transportation, manufacturing, mining, chemical products, and agribusiness. For more information about Vibra, click here.
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SOURCE Vibra Energia
