Save the Children had little budget and wanted to address the population about the negative and permanents effects of verbal abuse on children. The opportunity became clear by focusing on the back to school period, a time when parents went to the same places looking for school supplies for their children (43% of parents in Lima bought their school supplies in the fairs near the central market the previous year).The permanent markers(“you are useless”, “good for nothing”, “I wish you were never born”) were a useful analogy that explained in a simple and direct way the impact of verbal abuse, but also, telling them that they could always leave lasting marks of respect and love.

It contacted parents in the right place at the right time. They were placed at school fairs near of central market of Lima, were 43% of parents in the capital go shopping for their kid’s school supplies during the back to school period. Also, the markers were distributed in parks with the aid of celebrities, and thanks to this, we caught the attention of school principals and parent-teacher associations, allowing us to give talks about verbal abuse in different schools of the capital.Also, we got the attention of relevant politicians, which was important since there still is no law that prohibits verbal abuse on children.

We reached thousands of families with the markers and many more thanks activation, social networks and media.

With the support of the media, we got the attention of relevant politicians, which was important since there still is no law that prohibits verbal abuse on children.

• We distributed over 4000 Permanents Markers. That is 4000 families who are now aware of our message, and thousands more thanks media.

• Markers were placed cost free at school fairs near the central market of Lima, were 43% of parents in the capital go shopping for their kid's school supplies during the back to school period. Also, markers were placed in the main supermarket and school supply stores in the capital.

• Celebrities like Alianza Lima Football club, one of the most important in the country, distributed the markers in parks all over the city.

• In a short time, more celebrities and people embraced the campaign.

• Thanks to the campaign, (Leave Marks forever), one of the most prestigious school netwoks in Peru, with over 50 schools is now teaching parents about the effects of this problem. The campaign is still running, which means people are still learning.

• Outside our client's website we got mentioned, talked about and referred to in different media outlets.

• And the most important, We gained the interest of congress about verbal abuse and the lack of laws that protect children from this evil.