SITUATION: in 2022 alone, violence took more than 2,600 children's lives in Mexico (that is 7 children every day). Nearly 200 homicides and homicides of girls and boys have been reported in January 2023 alone, with over 2,640 in 2022. That's an average of seven children and adolescents killed every day.

BRIEF: In commemoration of the month of the girl and the boy, Save the Children reiterates an urgent call to action to every sector of society, to implement an Emerging Program that Protects the Life of Girls, Boys and Adolescents.

OBJECTIVES: To increase donations and sign and online petition addressed to the Mexican government and the civil society to create solutions for this terrible situation.

We believe that the jury will look first and foremost at the story. We focused on telling something real that would convey feelings to the audience and encourage them to change the situation of many Mexican children.

The biggest challenge was how to capture this metaphor of the rain of bullets in a truthful aesthetic, how to create with total realism without falling into melodrama, this situation of such radical child violence. We decided to use a camera that could breathe this 16 mm film to give it the documentary style that we wanted, to transmit the cruelty that all real situations have, to treat it with a more natural and raw light to enhance this documentary style that has the camera in hand and that ends with a natural and raw photography that reflects the reality that is happening today in Mexico.

IMPACT: 53,430 impressions

REACH: 45,070

ENGAGEMENT: 394 interactions

CHANGE IN BEHAVIOUR: More people signed the petition than against last year.

BRAND PERCEPTION: Save the Children is making people and the government realize that this problem is reaching war-like statistics.

ACHIEVEMENTS AGAINST OBJECTIVES: On its first week, the film reached a VTR of 23% and has been watched approximately for 11.5 hours.