Cannes Lions

DON'T DIE FOR ME

CIRCUS, Lima / NGO VIDA MUJER / 2015

Awards:

1 Bronze Cannes Lions
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Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

The domestic violence in Peru is on the rise.

482 women had been killed by their partners in the last 4 years.

We wanted to change this situation.

We needed to make a campaign that presented the problem to all abused women and gave the solution to their case of violence at the same time.

So we discovered a strong fact: After violent episodes, the perpetrators apologize with sweet loving messages.

That´s why we decided to publish a Love Book written by men who terribly abused their partners.

A compilation of real letters and messages of love that say sorry to the abused women.

A book that has the power to become news of revelation to people, that could appear in all the newspapers and in websites around the nation and also around the world.

Execution

First we conducted huge research with interviews and recompilation of real love letters.

Then we asked a Nobel Prize winner in Literature to write a prologue for us.

After that we published the book and sent to influential women and opinion leaders.

Then we launched the online version.

And finally we saved thousands of women lives.

Outcome

After the book was released the audience went crazy with the content. A lot of women denounced their cases of domestic abuse. To have access to real love letters shocked them. Most women in the country started to talk about the problem and share the book. Feminism movements and people in the streets to discuss and fight for their rights. Thousands of women called our call center to ask for information and to denounce their aggressors.

Even politicians talked about the book and the shocking cases that appeared inside of it. The campaign was a huge success in the country. The discussion went nation wide in just a few hours after the launch of the book. The book became trending topic fast. All TV Channels and all the news made coverage of the idea. In less than a month, thousands of women denounced their cases in our organization and received the help that they needed.

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