The campaign objectives were presented to the press along with an agenda for the next six months. The mothers of gun violence victims, weeping as they remembered their loved ones, destroyed a pile of toy guns with hammers. The campaign objective is to increase popular pressure on government for disarmament, expanding the movement to other states and other countries in South America. In Rio de Janeiro, eight out of ten homicides are committed with a firearm. And behind every gun violence victim is a woman's suffering, whether she be a mother, wife, sister, grandmother or partner.
Women are secondary victims of gun violence.
The campaign's first logo shows a lipstick and a bullet. The message that guns do not make the man is especially important in the shantytowns where firearms have come to symbolize power, masculinity and status.