Brand values: As a brand, Amnesty International Peru has been fighting for several years now for the rights of the LGTBIQ+ community.

Brief: In Peru the same sex marriage is not allow. Because we living in one of the most conservative countries in the world and an ultra-religious country, so religion have a great importance in political decisions. To this is added the prejudices that religious and political institutions have towards the LGBTIQ+ community.

Objectives: The campaign has the objetive to create a communication that challenges this closed way of thinking, in the face of generating controversy and putting the conversation in the mouth of more people, being able to exert pressure on the authorities.

We realized something that we could not let go. Inside all the churches and temples one can find the colors of the flag of the LGTBIQ+ community, in each of its stained glass windows where the majority of love situations are represented. We went to register these stained glass windows at the time when the sun hits the most, thus achieving a light effect that amplified each of the colors inside. Let's put it this way: a divine message.

Not having a medium or big budget, we had to choose very well the place where to be or how to do it. Therefore, we chose strategic locations close to the main churches and temples for a few key factors:

- Many of the congressmen who could bring the 26:18 law to debate on equal marriage, went to these churches.

- These churches are located in districts and areas with high traffic, thus we would make effective the very limited budget that Amnesty has.

We also convert our graphic campaign into religious stamps, those that one sees inside and outside the churches. Thus, as a guerrilla, we amplify the scope. We did it that way, with the aim of generating more controversy.

For the month of LGTBIQ+ pride, we spread our campaign by choosing a circuit of panels located in front of or near the main churches and we accompanied it with a direct marketing action, which consisted of taking our graphics, turning them into religious stamps that were guerrilla-like within these churches and temples, in addition to being delivered outside the churches themselves. This is how we gave our message of love and pride, generating news and a conversation that reached the congress, which will once again open the draft Law 26.18 on same-sex marriage for debate.

Thanks to a good media strategy, our campaign managed to impact more than 6 million people, thus achieving

generate awareness in a sixth of Peruvians. Number of people who could have had another vision on the subject, thinking if their prejudices do not contradict the words that their religion professes.

More than 35 international media bounced the idea organically.

The Peruvian congress began to debate again the law 26.18 on equal marriage.

And, as a brand, Amnesty International Peru reinforced its commitment to the fight for the rights of the LGBTIQ+ community.