We wanted to clearly and powerfully demonstrate that prejudices have an impact on the lives of those that suffer them.

What did we do? Create a protest that could make the whole population think. A young gypsy girl got a tattoo of one of the prejudices that society inflicts on her: “I’m a gypsy and I cannot be trusted”.

The first phase of the campaign was an online video where we announced that Amanda was going to get a tattoo of one of the prejudices to protest against discrimination.

This generated a lot of interest on social media and in mainstream media, who covered the planned tattoo with the phrase: “I’m a gypsy and I cannot be trusted”.

At the same time, we asked people to take part in supporting Amanda’s protest. If we got more than 10 million hits with the hashtag #ElTatuajeQueMásDuele (#TheMostPainfulTattoo), she would cross out the word “not” from her tattoo, turning it into a positive message: “I am a gypsy and I can be trusted”.

A web application also enabled people to get a virtual tattoo in support.

The wide media coverage extended our message and the participation of many influential famous people encouraged millions of people to participate.

In three days, the general public showed an encouraging

- The campaign appeared 20 times in the televised media, 35 times in the printed press and a total of 427 times in online media, thus reaching more than 144 million total hits in a country of just 46 million people. The hashtag #ElTatuajeQueMásDuele (#TheTattooThatHurtsTheMost) was the Trending Topic in Spain and reached 47 million people on Twitter alone. In just three days the launch video to announce our campaign had been viewed 126,993 times through Facebook and YouTube.

- Over the campaign there were 9,406 tweets with our hashtag. More than 10,000 people got a virtual tattoo with our web application, and amongst the thousands of people that took part in the campaign, there were more than 50 famous people (artists, actors, singers, journalists, judges, athletes and even politicians such as the mayoress of Madrid Manuela Carmena and the mayoress of Barcelona Ada Colau).

- The client received a large amount of earned media, with an economic value greater than 1.2 million euros. Its reputation on social media also increased by nearly 30%, with their Klout Score increasing in three days from 56.95 points to 80.17 points.