SITUATION: Around 500 girls and boys (an estimate by Reinserta) are born and live in

Prison, and can live up to three years with their mothers inside the penitentiary centers, only to be separated from them on their 3th birthday.

BRIEF: To create a fundraising campaign that helps build more care centers for children and their mothers.

OBJECTIVES: Exceed last year's donations to build more "bebetecas" and help more people.

-Because of its cinematographic nature, the piece was made to make people experience what women and children face in prison.

The camera we used to film was an Alexa 35, which is one of the cameras that comes closest to film. It has a sensor and a super 35 format that convinced us a lot to generate all those textures that we wanted to represent and that we worked on so much in art and cinematography.

TOTAL REACH: 884,229

ENGAGEMENT: 14,613

IMPACT: 15.9 M people were impacted with the social media and news coverage.

QUALITY OF EXPERIENCE AND INTERACTION: The film was launched in a cinema with a great perception amongst the audience.

CHANGE IN BEHAVIOUR: we made people aware of a problem that otherwise is invisible in Mexico.

BRAND PERCEPTION: We're now perceived as an organization that not only cares for adults in prison, but also women and children.

ACHIEVEMENT AGAINST OBJECTIVES: to the entry day, we've raised $29,060