Cannes Lions
McCANN LIMA, Lima / PERU21 / 2017
Awards:
Overview
Entries
Credits
Description
Peru 21 gave a voice and became a tool for many women.
We surfed on the social networks looking for sentences left by women victims of violence and we copied them literally to our cover page.
For a day, the most important news was the voice of these women and our cover page became a symbol of protest on the day of the largest protest against violence towards women in Peru.
Execution
With these real phrases of women, different cover page were designed in our newspaper and were distributed the morning before the protest to all the people who wanted it.
Outcome
All the newspapers were sold in the early hours of the morning. Many politicians, artists, influencers and the media gave their positive comments and covered the idea. Our front page was seen by millions of people not only from the country, but also abroad, as the protest was broadcasted on television and the news was covered by the world.
Peru21 is seen today as a newspaper with a deep social responsibility and women readership has risen significantly.
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