The brief intended the communication contribute in two ways:

Encouraging women to fulfill themselves, start their own business and accomplish goals and dreams (finding an ally on CREA); and make society aware of how, quite often, their behavior impacts negatively on these women, stopping their growth.

The main idea was to demonstrate the gender differences applied to undertake and seek professional development, making us responsible to everyone as part of society.

The spot shows a day in life of a giant woman, an entrepreneur who desires to quit her job in the factory and so start her own business in order to make her dreams come true.

Through this piece, the society's negative reaction, towards her willing to be independent, turn her into a normal size woman and leans her to give up and continue in her actual job, which doesn't make her happy.

In Mexico, because of the macho culture, women are not supposed to participate in economic activities or the labor market. And because of this, the women themselves do not dare to launch a business and much less call or identify themselves as entrepreneurs. But women entrepreneurs are the hidden engines of economic growth. In Mexico, women-led businesses account only for 36% of microenterprises and 10% of small enterprises, with a large percentage of them in the informal sector. They underperform vis-à-vis similar male-run businesses and generate lower returns, are smaller in size and experience slower growth because they face added cultural, political, technical and economic barriers. The focus of the campaign is to highlight and challenge the cultural norms that inhibit the idea of these women as entrepreneurs. Encouraging women to become entrepreneurs and supporting them is a critical strategy for poverty alleviation and economic growth as there is evidence that they reinvest close to 68% of the income they generate into their families and communities to meet essential needs in terms of health, food, clothing, education and housing. Additionally, 70% of the jobs these women-led businesses generate are for other women and today, close to 45% of households are headed by a woman.

In two months the number of women who attended to CREA centers was duplicated.

Campaigns about the role of women in Mexico tend to focus on two extremes: women as victims or women as happy and accomplished human beings, and they seldom have a concrete call to action that women can mobilize around. This campaign changed this by actually motivating women to become entrepreneurs. A movement of women who become the visible—and powerful—engine of the economy was created. CREA provided women with the business development services they needed in order to become successful entrepreneurs and business owners and doing this better by raising awareness about the need for women to take action and the availability of a vast array of services, information and resources that women leveraged and made use of in order to grow and thrive.