We transformed one of the most important live shows in Peru into the biggest live broadcast protest ever done in Peru. Miss Peru contestants gave gender-violence statistics instead of their body measurements, breaking with tradition in order to protest the country´s record on women violence.

During the pageant there is a segment where contestants tell the judges their body measurements: hip, waist, and bust. Most pageants have dispensed with the tradition, but Miss Peru used it to offer statistics about femicide, rape, and other gender-based violence that plague the country.

On October 29, in Lima-Peru, 23 fierce women fought for their gender equality and rights as human beings. This is what happened in the last Miss Peru Pageant.

In the 2 hour show, the contestants listed hard-hitting statistics about violence against women in Peru. During the question-and-answer segment, judges asked the contestants how they would best fight against femicide. During the bathing suits segment, the women walked on stage while news headlines about murdered and assaulted women cycled behind them.

The protest had been planned 3 month ahead with Jessica Newton, President of Miss Peru pageant. She and her 23 contestants, agreed to dedicate the event to empower women in a country with an appalling record of gender violence.

2’200,000 Peruvians viewed the Miss Peru TV Live event. #MissPeru was a trending topic for 3 consecutive days in Peru. We had more than 87 million views on video.

• +$5 million earned media in PR.

• +250 articles published worldwide, “Miss Peru” was present in search browsers in 5 continents for one week.

• 2.2 million Peruvians viewed the TV Live Event that day.

• +1 million people viewed on Facebook Live.

• +3.8 million organic interactions.

• +87 million views on video.

• #MissPeru was a trending topic for 3 consecutive days in Peru.

• The Minister of Women and the First Lady approached us to fight together.

• Susana Chavez, Promsex Director, Feminist NGO in Peru, said “We’ve never seen a time when there is more awareness about the problem [of gender violence].”

• Latina signed with Unicef to fight against violence.

• Charges against abusers increased by 62%.

• We succeeded to modify the law #30710, so that all gender violence is penalized with jail time.

• On December of 2017, police agents were trained to deal with cases of women violence.