In April of 2015 the case of a 10 years old girl who was 21 weeks pregnant after being sexually abused by her stepfather, shocked the nation, this case was not an exception, just the most talked about case.

Amnesty International decided it was time to step in to generate action, prevent and end these grave abuses on children.

While at the same time, triggering interest and action from parents and teachers, moreover, the method had to be one that would immediately grab children’s attention and hands on educationally speaking.

We released Aramí and Amaru, the first Anti Abuse dolls in the world.

A doll designed to prevent abuse through education.

Aramí and Amaru told kids which parts of their body are private through an electronic device placed inside them. When children pressed the doll’s private parts, it reproduced a sound alerting them with a message with a child’s voice.

We released Aramí and Amaru, the first Anti Abuse dolls in the world.

Aramí and Amaru told kids which parts of their body are private through an electronic device placed inside them. When children pressed the doll’s private parts, it reproduced a sound alerting them with a message with a child’s voice.

The first phase was a pure P.R. campaign and it started with a bang.

We strategically distributed 200 dolls to Influencers, journalists, teachers and renowned psychologist in the capital.

We further amplified the initial effects with a concerted social media campaign based on a video that presented the doll and the current state of child abuse in the country.

In the second phase we created a manual to help school teachers use the dolls efficiently and to start talking about sexual education with their students. The manual was written in collaboration with psychologists and teachers.

We achieved over 85M media impressions, most of them free publicity, a first for any campaign in the country.

The story was reported in all major Paraguayan, regional and global media outlets, with prestigious names such as: CNN BBC, Reuters, PlayGround, Telemundo.

Earned media value was 15M USD.

On our social channels, we raked 2,2M views on YouTube and increased AI’s fans on Facebook by 150%, th

The Paraguayan government even took over the campaign by making the Anti-abuse dolls part of the 2017 educational program. The teachers will use the dolls as prevention tools for children.

The OEI (Organization of Ibero-American States) requested dolls for the Indian communities of Paraguay and are translating the messages in the language or dialect of each community.We also received doll orders from countries like Argentina, Peru, Colombia, Mexico, Spain, and France.