When a woman is a victim of domestic violence, she tries to hide it. Taking this into account, we decided to generate a fake make up ad which, while scanning, people found themselves by surprise with VICTORIA MONTENEGRO, a real victim of domestic violence who invited them to get into contact with La Casa del Encuentro, in case they suffered or knew somebody who suffered from this problem.

La Casa del Encuentro is an NGO which is in charge of assisting women who suffer from domestic violence and its objective is to have the possibility of helping any woman who needs it, no matter how many they are.

We believe that the idea is appropriate for PR as we approach our target using a resource familiar to them, such as makeup. In turn generate empathy so that the message reaches them through the protagonist of the event 's media gender violence and relevance the year. (Victoria Montenegro)

To the naked eye this ad looked like any other, but through the augmented reality it became an innovative ad against domestic violence, and it was advertised in different media specialized in women, main target of the NGO, because they are who in general suffer from domestic violence. That is to say without the use of Layar App and augmented reality, the idea didn’t exist.

During the month in which the campaign took place our consulting lines had a 320% more contact from part of women that needed help for themselves or an acquaintance. Besides the action was shown by several local media, it increased the level of knowledge of the NGO to unexpected levels. In this way, not only did we make the organization grow, but also the hopes of thousands of women who needed help.