FEARLESS TOOLS TO BREAK THE SILENCE

In a country where domestic violence tolerance is high, it is important to implement intimate tools that allow women, privately, become aware and be able to prevent aggressions before it is too late.

This is why we developed The Toximeter, a user friendly application also accessible through the web that allows women, through Q&A’s designed by specialists, to identify how harmful their relationship is in order to offer them two options for assistance: a free call to the report hotline or the geographical location of the nearest Emergency Center where they can be assisted and protected.

We wanted women to consider this a safe tool, like the community of friends who listen and help them because they trust them.

Our plan focused on stating and communicating the problem and on how The Toximeter could be the solution to break the silence and help women realize they were at risk. We used digital platforms, mass media, and coordinated with the press, directly working with them to consolidate and disseminate the message.

Having succeeded in making The Toximeter a trending topic on the second day as thousands of people shared and unloaded the application, the media leaders of the country took over the campaign and started its dissemination through reports and interviews. This motivated other ministries and even the President to send a message of support and thousands of women to report the abuse that was considered normal.

This communication strategy, held in Lima-Peru, lasted two weeks during November 2016.

In only 2 weeks of campaign and with very low investment, The Toximeter showed:

54 thousand application-downloads across the country

26 thousand women approached the Women's Emergency Centers to ask for help

Calls to line 100 doubled reporting cases of gender violence

More than 6 million single users reached

More than 14 million impressions

The hashtag became a trending topic on the day after the launching of the campaign

National and international media joined in to spread the news, amounting to S/ 720 thousand of free press approximately

The country's largest media group offered a strategic alliance to continue the campaign for free in 4 radio stations

Due to The Toximeter’s success, our application is being customized as a new version for teenagers and the data generated has become a key indicator for 4 ministries.