We created Toys Vs. Guns. A real life experiment, conducted to call the attention of the parents of those children and highlight this problem to them, by showing them one of the consequences of don’t take care, protect, love, and spend more time with their kids: That their own children could end involved in crime.

We did a social experiment with some of those vulnerable kids. We wanted to see how long they took to put together a simple toy according to their age. After that, we gave each one of them a more complex object: A weapon.

We placed the experiment online and on national television.

- We reduced in 12% the number of recruited children in the gangs, compared to last year.

- We reached all the 5 most important vulnerable zones of the country (about 9.2 millions of adult parents), via National Television, Online, Printed Ads & Outdoor Posters.

- Because of the situation of the country with the War Ending, our campaign was one of the most talked ones. But most important, we gave a special message to the parents about spending more time withe their children.