The Book of Consent for Men is highly relevant for Print & Publishing as it uniquely utilizes the print medium to address the critical issue of consent through the innovative lens of children's book aesthetics tailored for adults. The strategic choice of print enhances the campaign’s reach and impact, leveraging the tangible, personal experience of reading a physical book to foster a deeper connection and understanding. By marrying traditional children's book formats with serious adult themes, the campaign not only broadens the scope of print publishing but also redefines its potential to effect significant social and cultural change.

Puerto Rico faces significant challenges with sexism and rigid gender norms, which often manifest in high rates of sexual violence, where 99.1% of perpetrators are men. Most campaigns on this issue are directed towards victims (mostly women) and little has been done to prevent it by educating men.

"El Vocero," a leading newspaper with a long track record of addressing women's issues, seized this moment of heightened awareness to initiate a paradigm shift. Partnering with the National Network of Shelters for Women, the campaign aimed to reshape perceptions about consent, promoting respect and equality. This was especially pertinent in a culture where traditional gender roles often exacerbate misunderstandings about sexual consent.

El Vocero has a longstanding tradition of spotlighting issues of gender violence and inequality, driving its mission to educate and inform the Puerto Rican community. The campaign "Children's Books for Men" emerged from this dedication, representing a pivotal shift from traditional journalism to a more activist approach in addressing these critical issues.

Identifying a significant educational gap in men's understanding of consent, El Vocero bravely transitioned from mere reporting to active societal engagement. This campaign strategically targeted men, the primary perpetrators of sexual violence, with the goal of changing their perceptions and behaviors regarding consent.

Brief:

Leverage El Vocero’s influence to refocus the narrative on the perpetrators of gender violence by educating them about consent through an innovative and direct approach.

Objectives:

Educate and impact at least one-third of the male population in Puerto Rico on the importance of consent, using a campaign that challenges entrenched gender stereotypes.

The Book of Consent for Men innovatively and empathetically addressed a critical societal issue. It helped to reshape conversations about gender and consent in Puerto Rico, challenging men to educate themselves about consent and become more active participants in the fight for a more equitable society.

The initiative's success also helped El Vocero evolve from a 'neutral' news source to a trustworthy and respected advocate for gender equality, enhancing its reputation among the community and attracting new website visitors.

• Target Direct Reach: 1 in 2 men in Puerto Rico were reached

• Site Traffic: the #1 most visited and shared content on the newspaper’s website.

• Response Rate: +123% increase in online conversation about consent

• Brand Perception: +1.1M earned media