The Shameless! Campaign is an initiative from Promundo and MenCare+, in partnership with the State Management Group of Rio de Janeiro Health and Prevention in Schools. The campaign aims to sensitize adolescent girls about their sexual and reproductive rights and to promote equal gender relations. The concept of the campaign was developed by a group of students from state schools of Rio de Janeiro between March and October 2013. They participated in awareness-raising workshops on gender and sexuality, and contributed to the creation and dissemination of all the campaign’s messages and activities.