SHOCKING THE COUNTRY INTO DEMANDING CHANGE

Mexico had become so numb to the marginalisation of Morenos that we were blind to the fact that Mexican media was full of Western-looking talent. Eighty per cent of the shows young people watch are movies and series that come from the USA.

Mexican adverts too always feature western-looking actors. The result was that 80% of the population never saw themselves on screen, billboards or in digital advertising.

It was time to change the ratio by demanding that more Morenos should be the star in the advertising we see on a daily basis.

We took our cue from Brazil, which established minority quotas in advertising in 2001, ensuring greater visibility and acceptance of minorities in society.

We could only truly celebrate “Lo Chingón Está Aquí”, or “Mexico is f*cking awesome”, if brands more accurately represented Mexico’s cultural diversity.

“NOT ALL BEAUTY IS WHITE”

Our execution started with mobile phone footage of a Western-looking actor berating a director for expecting her to stand behind a Moreno – a small snapshot of everyday prejudice seen in our industry.

We unveiled this on Facebook, which went viral and shared over a 1.5m times in 19 hours.

With outrage at fever pitch, we released a second video on Cerveza Victoria ?s Facebook and Twitter feeds, showing the actors coming together and explaining “not all beauty is white – advertising made you believe that.”

We then encouraged everyone to join the movement using #LoChingónEstáAquí.

Finally, we pledged real change. Cerveza Victoria committed to use Morenos in all its advertising to celebrate Mexico’s diversity. We successfully lobbied the Council of Prevention of Discrimination to persuade that others do the same, producing an ‘inclusive advertising’ booklet that was distributed to every agency and media owner.

Our campaign sent shockwaves through the country. Within 42 hours of releasing our second video, we had attracted 5.4 million views, becoming the most shared video in Mexico in 2017.

All of this was achieved organically with no paid support.

We received 234 pieces of press coverage – including national primetime TV news, El Universal, Buzzfeed and the New York Times – delivering more than US$3m worth of coverage.

More than 14 million Mexicans used #LoChingónEstáAquí and mentioned Cerveza Victoria – we were the top trending topic on Twitter nationally.

Cerveza Victoria boosted its share of voice by 40% – 10% above target – and achieved its best-ever monthly sales.

Sales volume rose by 12% year-on-year.

But more than that, we’ve made unseen discrimination highly visible and on the public radar. Countless brands responded to our call with the Council of Prevention of Discrimination.

We’ve started a movement for change…