Mujeres Latinas en Acción is a non-profit organization dedicated to aid to women who suffer from domestic violence. In order to implement more programs, they needed to collect additional funding. It's for this reason that they requested a radio campaign. However, we first needed our audience to understand that the cycle of domestic violence goes beyond physical violence; it also involves what is known as the making-up stage, when the abuser apologizes with gifts and promises only to abuse the victim again. Only by reflecting this reality could we win the public's sympathy for our cause and collect donations.

MLA is always looking for inexpensive creative solutions that can lead to effective results. This strategy allowed them to reach a wide target at the right moment: a time when partners were looking to spend money on each other as a sign of love.

The campaign was so effective that the organization wants to re-launch for other special occasion such as Mother’s Day. It’s already evident that the campaign can be adapted to different scenarios and products, giving it an infinite mileage.

The average donation per person increased from 75$ to 122$ (+61.5%) because we targeted people at the right moment, and when spending money was top-of-mind.

We more than tripled what the organization collects on a regular month by 326%.

Considering our initial donation, we not only recovered it, but stretched by 245%.

We achieve over 111,000 impressions in a local city-wide campaign in just week.

All numbers were provided by Mujeres Latinas en Acción.