Children’s Books for Men is highly relevant for PR as it directly addresses the critical issue of gender inequality and the misunderstanding of consent in Puerto Rico—a region where 99.1% of sexual aggressors are men and most campaigns traditionally focus on victims. This initiative leverages the simplicity and universal appeal of children’s literature, positioning children as educators who clarify consent using terms even adults should understand. By effectively reversing traditional educational roles, the campaign not only educates but also engages men in a profound dialogue, prompting them to rethink and adapt their views on consent.

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.

El Vocero, in partnership with the National Network of Women’s Shelters, launched "Children’s Books for Men," using the simple and direct language of children’s literature to educate men about consent. This innovative approach featured surprise book readings by children, cutting through complex adult biases with the clear voices of the youth.

Additionally, we impacted men directly across Puerto Rico by creating and distributing the Book of Consent for Men, an educational guide in the format of children’s books. It was distributed using the full power of our newspaper's network: door-to-door, traffic lights, social media, and website.

Our PR strategy combined targeted media outreach, strategic distribution, and community engagement to maximize impact. The campaign launched with press releases and media coverage emphasizing the novel use of children’s literature to educate adult men on consent. El Vocero distributed the books widely through its daily circulation, at busy intersections, and via social media platforms, featuring compelling content such as videos of children reading to men. Partnerships with influencers, educational institutions, and NGOs expanded reach and credibility, facilitating workshops and discussions that deepened the campaign's influence. Regular updates and success stories maintained public interest and visibility. This comprehensive approach not only broadened the conversation about gender equality and consent across Puerto Rico but also engaged the community directly, making the initiative a prominent force in societal change.

The PR execution of "Children's Books for Men" was strategically orchestrated to engage a broad audience and spark societal change. El Vocero leveraged its extensive network to distribute the book widely across Puerto Rico, placing it in hands directly through newspaper bundles, at traffic lights, and digitally via online downloads. The campaign was amplified through a dynamic social media strategy, featuring impactful videos of children reading the books to men, which quickly went viral, enhancing visibility and discussion. Collaborations with local influencers and partnerships with educational institutions helped extend the campaign's reach and deepen its impact. Interactive community events and workshops further engaged the public, offering live experiences reinforcing the campaign's messages about consent and gender equality. This multifaceted execution ensured the campaign’s messages were not only seen and heard but also felt and discussed, contributing to its success and the ongoing conversation around gender issues.

"Children’s Books for Men" addressed a critical societal issue with innovative and empathetic creativity and helped to reshape conversations about gender and consent in Puerto Rico. It challenged 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