SITUATION: Finesse needed to demonstrate its social commitment to women (the brand's main audience and consumer), through a relevant action, on a key date such as March 8.

BRIEF: The request was to carry out a campaign for March 8, International Women's Day, to ratify the brand's commitment.

OBJECTIVE: Increase brand power through an action that validates Finesse's commitment (social care for women) and boosts the emotional connection with the general audience.

According to the UN, only 2% of cases of gender violence were criminally reported in Colombia last year. Demonstrating the need for awareness and education on legal tools and knowledge of the legislative advances that Colombia has achieved on this issue. One of them is Law 1257, which seeks to protect women against all types of violence and gender inequality. For this reason, on March 8, International Women's Day, where their fundamental rights are fought for and commemorated, Finesse, a health food brand committed to the physical and social care of women, placed the 39 articles of the law on more than 800,000 products that reached every corner of the country, placing the legal tool that protects women in the hands of thousands of people.

Understanding that our best-selling products (yogurt and oatmeal) reach the hands of more than 800,000 Colombians every month, we decided to use our packaging as a mass medium to make more people aware of the law that protects women, giving visibility to this legal tool, taking it out of a document that no one knows about and putting it in a place where it would be difficult to ignore.

It launched on Women's Day, through a video that explained why we placed the 39 articles of Law 1257 on our products. That same day more than 800,000 products with the special edition where displayed on retail shelves across the country. Each product had a QR code that when scanned, landing page was open where they could make an appointment to have assistance with lawyers specialized in women's rights and gender violence.

Throughout the month, a commercial for the product was shown on national TV inviting people to learn about the law through our packaging and find them in the largest retailers in Colombia. Meanwhile on digital, we created content with lawyers who deepened the information about it. Finally, we launched a specialized Podcast with 4 chapters in which 3 experts spoke, answered questions and raised awareness about the legal tools that the Colombian constitution has regarding gender violence.

19.8 million impressions

17 million reach

162 million interactions

821.000 products traveled the country with the law in the month of the campaign.

+465 calls to gender specialized lawyers, thanks to the campaign.

7,089 listeners to the special podcast on Law 1257