The Non-Violence Project is a great unknown for the Mexicans. Not many people donate for good causes in Mexico, nor support social causes. Since these organisations don’t receive economical help they have a very difficult time communicating their message due to a low economical support. This is why the NGO´s branded action contents created at a local level are very few. So few and small that in fact they are insignificant and almost invisible for most people.

Using distinctive references of school and education (like the school bus, the bus driver, the children in school uniforms) as well as references to violence (the jail bus, the guard, and the prisoners) and by making a very strong juxtaposition of both worlds (all this followed by an inspiring message of peace), we managed to catch the attention of each person that was close to the message.

We generated thousands of reactions (surprise, joy and fear); we became trending topic with 451,488 retweets, and also got retweeted by key opinion leaders such as Nicolás Maduro (Venezuela’s president).