Uruguay is a country of only 3 million inhabitants, and although it is one of the most advanced in social policies in the region, it has very high rates of femicide, about one every 14 days as typified by the law under this label.

We create a message of awareness and reflection around the problem of gender violence in Uruguay that, beyond the dissemination given by the media, generate a conversation at the social level on the subject.

The objective is to generate a social conversation that takes the focus of normalization and makes people permeable so that more women are encouraged to report aggressors and more men become aware of their actions.

The information provided by the statistics and collected by the promoter of the message, UN Women, determined alarming figures of femicide, one of them perpetrated even on March 8.

Observation of reality showed that the murders had visibility in the mass media, news, apart from television and radio programs. However, the way in which these messages were mobilized turns the receivers into impervious beings.

That is why we defined doing two things, combining the creation of code: gender obituary. An obituary that instead of being accompanied by a religious symbol carries a gender symbol. But not only that, we used the logic of writing the funeral notice and transformed it into the narrative about the life and death of the 19 women victims of femicide during 2018.

The code was appropriated by the national press, which, as the regretting cases appear, uses this symbol as a tribute until these days.

The information provided by the statistics and collected by the promoter of the message, UN Women, determined alarming figures of femicide, one of them perpetrated even on March 8.

Observation of reality showed that the murders had visibility in the mass media, news, apart from television and radio programs. However, the way in which these messages were mobilized turns the receivers into impervious beings.

That is why we defined doing two things, combining the creation of code: gender obituary. An obituary that instead of being accompanied by a religious symbol carries a gender symbol. But not only that, we used the logic of writing the funeral notice and transformed it into the narrative about the life and death of the 19 women victims of femicide during 2018.

The code was appropriated by the national press, which, as the regretting cases appear, uses this symbol as a tribute until these days.

We generated an agreement with all the national media that had in their website and printed version a section of obituaries and we scheduled the 19 specific obituaries from October 1 to 19, one per day, in honor to the 19 victims of femicide, according to the law.

The information was provided by the Interior Ministry and the agreement was promoted through different actors.

During the dawning of the following weekend after October 19, we worked on the implementation of the different means to unveil the campaign.

On Monday, October 22, the obituaries approached the people, going out in the mass media, a double page with a message and the 19 specific stories were scheduled in the press, radio, on the streets and websites.

On November 26, 30 days after the launch of our campaign, the mobilization around the International Day for the Elimination of Violence against Women was organized, bringing together thousands of people, many of whom chose to participate with the obituaries.

At a social level, spontaneous demonstrations were generated from social networks, poles of politicians, opinion leaders, church representatives and journalists. Different representations of the message were shared.

Around the conversation in media, the commitment of the entire national press to use this new symbol in obituaries before a new case of femicides was finalized.