Concept for promotion: citizens are invisible when reporting crime.We chose mirrors in well-attended public places as the media for getting the message across. After having carefully selected mirrors, we recreated clear cut replications of their actual reflection. We printed them out and put them back in place, making sure bright and light were right. Passers-by wanting to look at themselves went through some initial discomfort. After a few seconds they came closer and discovered a legend: “This is how invisible you are when denouncing a presumed crime using the Anonymous Denunciation Number #089. Mexican Ministry of Public Safety”.

Calls increased 62% compared to 2009. Anonymous denunciation has been key to the historically outstanding drugbusts and tearing apart organised crime gangs.