The Last Mask is direct marketing idea that a started a massive PR movement that aimed to rally a nation to make Natalias Fight the countries fight by pressuring Government to commit to this law and health institutions to provide the right care.

The campaign kicked off with a direct message from Natalia Ponce her self, in the middle of national press conference Natalia surprise all by taking off her mask for the first time in public and in national media. Handing her mask to the press and the nation asking them to wear it so this would be the last mask any Colombian women would have to wear again and that is exactly what every one did Creating one of the biggest PR movement in the country.

In the middle of a massive press conference Natalia took off her mask handing it to the press asking them to wear it so no other Colombian should. Showing the world her face for the first time.

And the press did just that, kicking off a massive PR movement. Local and international news anchors, TV hosts, journalists, editors and news bloggers put on the mask.

Followed by celebrities, artists, athletes, poets and influencers.

The movement grew through a Direct-Marketing campaign: TV spots, outdoor, print, social media, content videos, first aid tutorials, short documentaries, and PR interviews getting a flood of free press from social and traditional media bringing the issue to light.

Motivating individuals, groups and businesses to participate through the website or an app by using mask. A directs mail was sent to government officials and health care leaders, inviting them to put on the mask and to commit.

The campaign had a massive coverage creating a PR storm that extended from traditional media to social media. Local and international news anchors, TV hosts, journalists, editors, news bloggers, celebrities, artists, athletes, influencers and people used the mask, supporting the campaign and creating original content. More than 255 million impressions. More than 1 million dollars in free press and earned media in the first weeks. Thousands of people put on mask. In the end government officials and health care leaders Committed through national media by putting on the mask, from the countries first lady, to Mayors, Congressmen, district attorneys and doctors. The Chief of Police announced the creation of specialized squads to pursue acid attackers and bring them to justice. Hospitals are training staff in acid attack care Through Tutorial we created. The acid market is now controlled by the government just like guns are.