SITUATION: Acapulco is one of the most famous beach destinations in Mexico, but at the same time, they have one of the biggest problems relating to children. In Acapulco, 7 out of every 10 girls and adolescents are survivors of some type of violence. Mexico ranks first in child sexual abuse (Save the children. April 2023). In Guerrero, 20% of cases of pedophilia with sexual tourism occur. 20% of international tourist trips are made with the objective of having sexual relations.

BRIEF. In 2023, Hurricane OTIS became the strongest tropical cyclone to hit the coasts of Acapulco, destroying everything in its path: hospitals, hotels, entertainment centers, and shelters. Unfortunately, it also destroyed a shelter where more than 100 abused girls were rebuilding their lives, leaving them without a safe place to continue.

OBJECTIVES. To increase donations and generate awareness about the actions that Reinserta takes to support children in danger.

In our casting process, we handle sensitive topics like child abuse and exploitation with utmost care. Protecting the children is paramount, so we avoid sharing specific details about the movie's content, especially with those who may not fully comprehend it. Instead, we provide a general overview of the project, emphasizing professional and respectful behavior. We ensure that parents are informed and comfortable with their children's participation, implementing strict security and supervision measures, including trusted companions and emotional support resources. Our aim is to safeguard the well-being of every minor involved in our casting.

IMPACT: 94,764 impressions

+4M unique visitors

REACH: 28,119

ENGAGEMENT: 90 interactions

CHANGE IN BEHAVIOUR: Mexican media and individuals began to raise awareness of the problem and start to take actions to end the problem of sexual Child Abuse not only in Acapulco, but in all Mexico.

BRAND PERCEPTION: Reinserta is making people, and the government start talking about eh biggest problem that represents the Sexual Child Abuse in Acapulco.

ACHIEVEMENTS AGAINST OBJECTIVES: In the first month, the campaign reached different media coverage in Mexico and the rest of the world.