Cannes Lions
McCANN MEXICO CITY / THE NON-VIOLENCE PROJECT / 2016
Overview
Entries
Credits
Description
Tepito is one of the most violent districts in Mexico City. The children that live there, live around walls filled with bullets.
That’s why the Non-Violence Project, an NGO that promotes peace through education, decided to turn a wall filled with bullet holes into a message of peace.
With the help of Dronz, an urban artist, we put numbers on dozens of bullets holes to replicate the game "Connect the dots" on the wall. Then, he invited children to join the numbers and reveal the silhouette of the dove of peace, and they colored it together with him.
Execution
First we did an action in Tepito, one of the most violent neighborhoods in Mexico city, we recorded and created a video to show what we did to the Non-Violence Project audience to generate debate and awareness on the violent situation Mexico is living.
Outcome
- The message was shared through a video on the Non-Violence Project’s social networks with more than 1,400,000 people.
- Now dozens of children from the neighborhood live with a message of peace where violence once existed.
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