The Non-Violence Project Foundation is a non-profit NGO that fights violence through education. It wanted to communicate their message of non-violence in a massive and non-traditional way, trying at the same time to increase their number of followers on their social networks.

The challenge of this campaign was to increase the awareness in an organic way that went along well with the tone of the NGO. Since Non-Violence fights violence through education, we thought the best way to communicate this would be through a low cost action that reflected the core spirit of Non Violence.

For our campaign we built a bus that was painted half as a prison-bus, half as a school bus with the message: “Violence ends when education begins”. Then, with the help of kids and prisoners (actors), we drove around Mexico City triggering people’s reactions and inviting them to tweet about it.

While the bus was being driven through the main avenues of Mexico City, it impacted a countless number of pedestrians and car drivers triggering thousands of reactions of surprise, joy and even fear. Then, it was published on blogs and local newspapers. We impacted on key opinion leaders in Venezuela, Brazil, Colombia and the USA, with an estimated reach of 25 million Twitter impressions.