Vibra Energia Launches “Inconvenience Store” to Raise Awareness of Sexual Violence Against Children and Adolescents in Brazil
SAO PAULO, March 22, 2025 – Vibra Energia, Brazil’s largest fuel distributor and a key player in the country’s energy sector, is transforming the familiar concept of the convenience store into a powerful awareness campaign. In collaboration with PROS, an agency under the Global Stagwell marketing group, Vibra has launched the “Inconvenience Store”—an immersive installation aimed at spotlighting the disturbing reality of sexual violence against children and adolescents.
The initiative is based on the stark statistic that only 8.5% of such cases are reported (IPEA, 2023). Located on Avenida Paulista, São Paulo’s bustling financial and cultural center, the store will be open to the public from March 20 to 23.
Instead of selling snacks and drinks, this reimagined store will feature displays and products redesigned to convey official data on sexual violence. Each item, shelf, and even staff uniform has been carefully curated to evoke discomfort and provoke reflection, encouraging visitors to confront the harsh truth behind these crimes and the importance of reporting them.
“At Vibra, fighting sexual violence against children and adolescents is a non-negotiable commitment,” says Ernesto Pousada, CEO of Vibra. “The Inconvenience Store is our way of transforming pain into action. Awareness is a powerful tool—and we’re using it to engage society in addressing this urgent issue.”
Why a Convenience Store?
According to the Federal Highway Police, over 17,000 locations along Brazilian highways are hotspots for sexual exploitation of minors—with nearly 4,800 of those at service stations. Given Vibra’s expansive presence through Petrobras service stations nationwide, the campaign leverages these high-traffic areas to reach and educate a broad audience.
The store includes a range of immersive features—shelves, coolers, and interactive displays—each telling a piece of the larger story. Sounds, lighting, temperature shifts, and tactile elements further intensify the experience, allowing visitors to absorb the emotional and physical weight of the issue.
“When addressing sensitive topics like this, impact and clarity are essential,” says Adriano Abdalla, Chief Creative Officer at PROS. “The Inconvenience Store delivers a bold and literal message that demands attention and action.”
Turning Information Into Action
The experience guides visitors through a narrative arc—from exposure to disturbing statistics to a final call to action. Every product includes Brazil’s reporting hotline—Dial 100—and other resources for victims and allies.
Examples include:
*In the cleaning supplies section, bags read: “Don’t cover for relatives: 71.5% of cases involve family members” (Brazilian Yearbook of Public Security, Ministry of Health, 2023).
*In the toy and candy aisle, data reveals the long-term psychological effects on survivors, such as anxiety, eating disorders, and PTSD (Childhood Brasil).
At checkout, guests receive a symbolic “receipt” summarizing the experience and its takeaways. Another feature, the “Employee of the Month” wall, honors key activists and ends with a mirror—inviting visitors to see themselves as part of the solution.
This campaign is part of the broader Zero Sexual Violence Movement, uniting private companies and civil society to promote collective responsibility in fighting child and adolescent sexual violence, and building a safer future for all.
https://www.vibraenergia.com.br/
