Given that statistically 93% of women in Argentina have suffered gender-based violence to some degree, every March 8th, women march down the streets demanding this issue to be addressed.

For International Women´s Day, we joined the efforts of thousands of women by creating an ATM that wouldn´t take No for an answer. Users experienced firsthand what it’s like to feel trapped in a situation where you have no options, helping them develop some empathy towards those who have suffered actual harassment, reinforcing a message worth repeating: "No means No."

HSBC stands for diversity and inclusion worldwide focusing on gender equality, which is why gender-based violence is one of the company’s main concerns. HSBC is also an important network with national reach and high visibility which greatly empowers them if they decide to send a message. And that´s what we did – we drew people’s attention to a concern both the Bank and the rest of society share alike through a common everyday tool: ATMs.

On May 8th, we re-programmed 450 ATMs distributed around the country so they wouldn´t take No for an answer. After that, we uploaded the digital content on social media platforms from HSBC’s official accounts; it went viral in a matter of hours, quickly escalating after journalist @DiegoBattle shared it on his Twitter profile, getting a very positive response from a number of opinion leaders who are strong advocates of feminism.

+10MM people interacted directly with our 450 ATMs during March

In just 24 hours +4MM organic views on Twitter & +1MM views on Instagram

#HSBC became a trending topic in Argentina on International Women´s Day

+US$50MM Earned Media