In Mexico, 5 out of 10 people are discriminated against, according to the ENADIS in 2017. In social networks, this phenomenon is most present, boosted by anonymity and lack of closeness among users.

So, how to make the problem relevant in one of the most discriminated media?

Creating awareness through images, what we most share and use on the internet.

We created a free image bank, accessible to the general public and brands. Seven well-known Mexican photographers donated the images. These were marked by the prejudice that we all do and that has been normalized, by downloading it eliminated the watermark for its use.

The photos should be very different from the typical photographs of an international bank of images, they had to be real Mexicans, so we contacted seven Mexican photographers, whose style is much more urban and real, the kind of photographs that Tolerance Stock needed.

The campaign was totally digital, through the social networks of the Memory and Tolerance Museum, we invite you to download the photographs, use them and join the action.

The Internet is a place where discrimination is privileged due to the anonymity and lack of closeness between users, it is enough to look for a prejudice like an “Indian” or “whore” and there are countless publications discriminating and attacking, which is why a bank of free images was the solution to show how easy it is to eradicate that prejudice if we start with us. The people supported the movement with more than two thousand and two hundred downloads in the first month, with a campaign that had no guidelines other than in the museum's social networks and without an expensive investment in the development of the site, today the Memory and Tolerance Museum is seen as an ambassador of this topic and as an ally in the struggle for equality in our country.

• More than three thousand comments on social networks supporting Tolerance Stock adding Memory and Tolerance as the main actor of the movement.

• More than two thousand two hundred downloads in the first month.

• We went from four urban photographers to seven the action, many of them decided to join and donate their photographs to the cause.

• The Museum plans a temporary exhibition with the most downloaded photographs.