We knew that no advertising campaign would make a drunk man change his behavior, so we decided to go to the source of the problem.

The price of violence: The first tax on alcoholic beverages that changes every month, based on the amount of domestic violence complaints and feminicides.

The more complaints, the higher the tax and consequently the price. And viceversa.

To gather signatures and support we promoted the bill with an integrated campaign. (Digital / Social / Direct / PR)

The initiative generated a huge controvercy, putting the issue on the spotlight.

The people in the country worried about the issue of violence and clearly because there was a possibility that they increase the price of alcoholic beverages.

This generated in a very short time (6 days) that companies start liqueurs, initiate education and prevention campaigns

We already collected over 50,000 signatures adding pressure to the congress to pass the bill.

The licor industry began educational campaigns about the matter.

And complaints already started to reduce.

What show that we are on the right direction, but there’s still lot’s of work to be done till we eradicate domestic violence and femininides for good.