Situation

According to studies conducted by the National Citizen Observatory and Redim in 2020, the

number of children and adolescents affected is between 100,000 and 200,000.

• Brief

Children and adolescents have the right to a safe life in their homes, schools and communities.

In Mexico there is a systematic violation of their right to protection, especially for those living in

poverty, thousands of them are recruited by organized crime. Let'

s make this problem visible and show the world how organized crime moves fast and strategically, and we must take action to save the lives of thousands of young Mexicans.

• Objectives

This campaign not only sought to expose the reality, but also to inspire change. It calls us to action to break adolescents out of this cycle of violence and offer them a pathway to a safer and more promising future.

IMPACT: 66,447 Impressions

REACH:49,500

ENGAGEMENT: 1,198 interactions

CHANGE IN BEHAVIOUR: Mexican media and individuals began to raise awareness of the

problem, and to rally support to break this cycle of criminal recruitment.

BRAND PERCEPTION: Save the Children is exposing a problem on the streets and in the media, so that people and the government realize that this problem is reaching abnormal and dangerous

statistics for Mexican children and youth.

ACHIEVEMENTS AGAINST OBJECTIVES: On its first week, the campaign reached different media coverage in Mexico and the rest of the world.