Paraguayan women were granted the right to vote only in 1961 and women's rights were expanded through constitutional and legal changes during the 1990s. Yet in 2016, lawmakers in the country gutted a bill intended to address gender violence in the country, even removing the word ‘’gender’’ and rejected a US$20Million credit offer that would have funded the Ministry of Women.

In the meantime, Paraguayan women still face violence or harassment daily. According to statistics, 7 out of 10 women have been harassed as they walk on the streets and in nighttime entertainment venues, and on average one woman is murdered every 10 days. The lack of adequate laws, as well as conservative attitudes within a male dominated society is hindering progress.

The campaign started with ROCKERO changing its name to ROCKERA. They followed up with a post on FB about the whole ‘’Gender Change Operation’’.

There was no paid media for this campaign, all amplification was organic and grew based on the passionate debates created by ROCKERAS initiative. Other brands soon followed through: Clothing Brand Pombero became Pombera and even launch a limited-edition Collection for Equality Marks. More than 100 brands changed their bands gender.

The Ministry of Women of Paraguay eventually got word of the initiative, particularly after Amnesty International posted about the campaign on their Social Media channels and website, and so, they decided to participate in a big way. They launched the first Anti-Abuse protocol for businesses for brick and mortar businesses such as restaurants, bars, cafeterias, stores etc.

News outlets in the country then completed the amplification of the campaign throughout all of Paraguay.

Violence against women and girls is one of the most widespread, persistent and devastating human rights violations in our world today, and gender inequality persists worldwide, and Paraguay is no exception, but a Rock Bar in Asuncion did its part to bring the debate into the public sphere and this small effort paid off with the Ministry of Women taking concrete steps by launching the ‘’Free of Harassments Zone’’ ISO Certification for businesses, a first in Paraguay.

Over 500 BRANDS REQUESTED THIS LEGAL CERTIFICATION

Over 100 local brands changed their gender.

We garnered over 1000 Shares during the first week alone.

1M USD EARNED MEDIA

It’s not about just changing one letter, it’s proving that with equality and fairness, harassment cannot exist.