[15:25] Resende, Joao (RDJ-MEW) In Brazil, 88% of Brazilian women have already been harassed on streets. And to make matters worse, reliable information that could educate the population does not circulate freely. 75% of Brazil's population reads fake news daily. And only 1% pays for news.    L'Oréal Paris and NGO Hollaback! have been fighting together with women for years. This time in Brazil, the fight was against misinformation. And to help in a way that would effectively transform the situation, L'Oréal Paris decided to act differently to engage audience. Investment in advertising has turned into investment in information.   A partnership with the largest communication group in Brazil was created. And L'Oréal Paris paid them to tear down all paywalls so the entire population would have free access to all stories about harassment, producing measurable results.   Through a partnership, L'Oréal Paris paid for the websites of the largest magazines in the country to give free access to all articles about harassment. And that has already brought a huge increase in traffic. There were 122 million new hits, representing an increase of 2611% in visits to articles about harassment.