El Vocero has a longstanding tradition of spotlighting issues of gender violence and inequality, driving its mission to educate and inform the Puerto Rican community. The campaign "Children's Books for Men" emerged from this dedication, representing a pivotal shift from traditional journalism to a more activist approach in addressing these critical issues.

Identifying a significant educational gap in men's understanding of consent, El Vocero bravely transitioned from mere reporting to active societal engagement. This campaign strategically targeted men, the primary perpetrators of sexual violence, with the goal of changing their perceptions and behaviors regarding consent.

Brief:

Leverage El Vocero’s influence to refocus the narrative on the perpetrators of gender violence by educating them about consent through an innovative and direct approach.

El Vocero, in partnership with the National Network of Women’s Shelters, launched "Children’s Books for Men," using the simple and direct language of children’s literature to educate men about consent. This innovative approach featured surprise book readings by children, cutting through complex adult biases with the clear voices of the youth.

Additionally, we impacted men directly across Puerto Rico by creating and distributing the Book of Consent for Men, an educational guide in the format of children’s books. It was distributed using the full power of our newspaper's network: door-to-door, traffic lights, social media, and website.

Our PR strategy combined targeted media outreach, strategic distribution, and community engagement to maximize impact. The campaign launched with press releases and media coverage emphasizing the novel use of children’s literature to educate adult men on consent. El Vocero distributed the books widely through daily circulation, at busy intersections, and via social media platforms, featuring compelling content such as videos of children reading to men. Partnerships with influencers, educational institutions, and NGOs expanded reach and credibility, facilitating workshops and discussions that deepened the campaign's influence. Regular updates and success stories maintained public interest and visibility. This comprehensive approach not only broadened the conversation about gender equality and consent across Puerto Rico but also engaged the community directly, making the initiative a prominent force in societal change.

Our campaign launched during Women’s History Month with a social media video featuring some of the real interviews with men interviewed during the research phase. These willing participants were featured in our launch content speaking candidly to the camera on their confused views on consent. They were then taken to a surprise book reading, in which children confidently explained consent by reading from actual children’s books.

Along with the video, we launched “The Book of Consent for Men,” a simplified guide designed in the spirit of children’s books, which distilled the essence of consent into a simple format. The book was distributed using the newspaper’s robust network: door-to-door, traffic lights, targeted content, and on the newspaper’s website; striking a balance between wide accessibility and targeted calls-to-action directed at the male population. Male influencers and a strategic public relations effort further amplified the effort and encouraged positive conversations about the topic.

"Children’s Books for Men" addressed a critical societal issue with innovative and empathetic creativity and helped to reshape conversations about gender and consent in Puerto Rico. It challenged men to educate themselves about consent and become more active participants in the fight for a more equitable society.

The initiative's success also helped El Vocero evolve from a 'neutral' news source to a trustworthy and respected advocate for gender equality, enhancing its reputation among the community and attracting new website visitors.

• Target Direct Reach: 1 in 2 men in Puerto Rico were reached

• Site Traffic: the #1 most visited and shared content on the newspaper’s website.

• Response Rate: +123% increase in online conversation about consent ???

• Brand Perception: +1.1M earned media