The Non-Violence Project Foundation is a non-profit NGO that fights violence through education. It wanted to communicate their message of non-violence in a massive and non-traditional way, trying at the same time to increase their number of followers and impacts as well on their social networks.

The challenge of this campaign was to increase the awareness in an organic way and with no budget.

Since Non-Violence has close relationships with celebrities in Latin America, we wanted to make the most of it by inviting them to be part of this movement, using them as amplifiers of the message.

We found a way to make violence leave a visible mark on people to represent the unseen consequences of actual violence. Using an innocent, even playful device such as a View-Master containing 5 slides with violent scenes and 2 more with a closing message to convey this metaphor about a very serious issue, we ensured the message got through. After looking at the sequence, the user would find a dark mark on their eye created by a cushion with makeup placed in one of the View-Master's lenses. And by sending it to relevant people with respected opinions, we were making sure the message got spread.

Along with the reach, impressions and awareness in social media, the campaign even made its way in one of the most popular radio programs in Mexico, hosted by Martha deBayle. Giving a whole new level of reach and participation. But it didn't stopped there: we got a growing buzz in different newspaper across Mexico such as El Universal, Revista Central, El Gráfico, etc.

Output/ Awareness:

Over 49,041,632 impressions achieved.

Knowledge/ Consideration:

Each celebrity had about 6,130,204 impressions per tweet.

The impact the action generated was such, that it went beyond Mexico, our original aim: 65.3% of the people that viewed the message were from all around the world.

We experienced a cross-media action; by getting aired on ‘Martha Debayle en W’, one of the most popular radio shows in Mexico with more than 227,000 daily listeners.

Action/ Business Impact:

We reached 13,594,607 users on Twitter through favorites, tweets and re-tweets.