Mujeres Latinas en Acción is a non-profit organization dedicated to providing aid to women who suffer from domestic violence. In order to implement more programmes and help a large enough amount of women, they needed to collect additional funding. It’s for this reason that they requested a radio campaign. However, we first needed our audience to understand that domestic violence goes beyond physical violence; it involves losing control over one’s own decisions and living a life that is oppressed by fear. Only by reflecting this reality could we win the public’s sympathy for our cause and collect donations.