Women’s Office and L’Oréal Paris® install support centers at Sapucaí and Intendente Magalhães with 270 professionals. Partnership reinforces Stand Up program against harassment.
The Rio de Janeiro Women’s and Care Policy Office renews its partnership with L’Oréal Paris®, the world’s number 1 beauty brand, to promote a safer Carnival in 2026. The Safer Carnival for Women campaign uses the Stand Up program as its main tool for prevention and education against harassment.
A 2024 survey by Instituto Locomotiva reveals that 86% of Brazilians consider harassment a serious problem during the festivities. Among women, 50% have already experienced harassment at Carnival and 73% fear going through this situation. For Black women, this concern reaches 75%. Additionally, 97% of women consider awareness campaigns essential.
Support centers at strategic locations
The SPM will install advanced service centers at Fan Fest and Intendente Magalhães, one of Rio’s main samba stages. In total, 270 specialized professionals will be properly identified to provide immediate support to women in situations of violence or harassment.
At the Sambadrome, psychologists, social workers, and lawyers will operate between February 14 and 17, plus the Champions Parade on February 21. The SPM will also be present at Anitta’s Block, sponsored by L’Oréal Paris®, on the same day at Circuito Preta Gil in downtown Rio.
5Ds methodology trains 5 million globally
The Stand Up program, a global L’Oréal Paris® initiative, has trained over 5 million people worldwide. The 5Ds methodology — Distract, Delegate, Document, Direct, and Delay — teaches how to recognize and safely intervene in sexual harassment situations. In Brazil, training is provided by NGO Cruzando Histórias, founded by Bia Diniz.
Violence and harassment will not be tolerated at Rio’s Carnival. This partnership with L’Oréal Paris reaffirms a clear commitment: to place protection, information, and support where women are. Carnival is a celebration, but the right to go, stay, and return safely is non-negotiable Joyce Trindade, Rio de Janeiro Women’s Policy Secretary
To amplify awareness, the Women’s Policy Office and L’Oréal Paris® guests will open the parades on February 17 at the Sambadrome. Maíra da Matta, L’Oréal Paris® brand director, emphasizes the importance of visibility: “Taking this message to the Sambadrome, one of the most emblematic stages of Brazilian Carnival, is a way to expand awareness and reinforce that combating sexual harassment is also essential in celebration spaces. And we’re happy to have Anitta’s powerful and influential voice in this moment.”
Service
Safer Carnival for Women
Service centers: Fan Fest, Intendente Magalhães, and Sambadrome
Sambadrome dates: February 14-17 and February 21 (Champions Parade)
Anitta’s Block: February 21, Circuito Preta Gil, Downtown Rio
More information: https://www.loreal-paris.com.br/stand-up
Photo: Press Release
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