50% of Brazilian women have been harassed at Carnival. On Tuesday, Rio’s city government and L’Oréal Paris launched a landmark safety campaign at the Sambadrome.
The final night of Rio Carnival 2026 opened with a powerful statement at the Marquês de Sapucaí Sambadrome: sexual harassment and violence have no place in the celebration. On Tuesday (Feb. 17), Rio de Janeiro’s Secretariat for Women’s Policies and L’Oréal Paris officially launched the Safer Carnival for Women campaign, turning the iconic venue into a platform for awareness.
The numbers behind the urgency
Data from the Instituto Locomotiva (2024) paints a stark picture: 50% of Brazilian women have experienced harassment during Carnival. Among Black women, that figure reaches 75%. Meanwhile, 73% of women say they fear being harassed — again or for the first time. These numbers turn a celebration into a call to action.
270 professionals on the ground
Since February 14, the Secretariat has maintained specialized support at the Sambadrome, staffed by psychologists, social workers, and lawyers. The service also extends to the Fan Fest and Intendente Magalhães venues, with 270 trained professionals on hand to provide care and emergency referrals.
“Violence and harassment will not be tolerated at Rio Carnival. This partnership with L’Oréal Paris makes one thing clear: we will bring protection, information, and support to wherever women are. Carnival is a celebration — but the right to come, stay, and leave safely is non-negotiable.” — Joyce Trindade, Secretary for Women’s Policies, Rio de Janeiro
The Stand Up methodology
The campaign also promotes the 5Ds methodology — Distract, Delegate, Document, Direct, and Dialogue — from L’Oréal Paris’s global Stand Up program. The initiative trains bystanders to respond safely when they witness sexual harassment in public spaces. In Brazil, the training is delivered by NGO Cruzando Histórias, founded by Bia Diniz.
“Bringing this message to the Sambadrome — one of the most iconic stages of Brazilian Carnival — is a way to amplify awareness and reinforce that the fight against sexual harassment is essential even in spaces of celebration. For L’Oréal Paris, using this visibility to defend women’s right to experience Carnival with respect and safety is non-negotiable.” — Maíra da Matta, L’Oréal Paris Brazil Director
What’s next: Anitta’s bloc and Champions Parade
The Safer Carnival for Women campaign continues on Saturday (Feb. 21), with activations at Anitta’s street bloc in downtown Rio and at the Champions Parade back at the Sambadrome. The initiative remains active through the official close of Rio Carnival 2026.
Event info
Campaign: Safer Carnival for Women
Partners: Rio de Janeiro Secretariat for Women’s Policies and L’Oréal Paris
Upcoming actions: February 21, 2026 — Anitta’s Street Bloc (Downtown Rio) and Champions Parade (Marquês de Sapucaí)
Stand Up program: https://www.loreal-paris.com.br/stand-up
Photo: Victor Curi — Thaís dos Santos (Director of Communications, Diversity, Equity & Inclusion and Sustainability, L’Oréal Group Consumer Products Division), Joyce Trindade (Secretary for Women’s Policies, Rio de Janeiro), Bia Diniz (founder and director, NGO Cruzando Histórias)
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