UN Women, based on the vision of equality consecrated in the Charter of the United Nations, works in Uruguay to eliminate discrimination against women and girls; for the empowerment of women, and for achieving equality between women and men as partners and beneficiaries of development, for human rights, in humanitarian actions, in peace and security.

Despite having good macroeconomic indicators, Uruguay is still facing the challenge of unequal income distribution and structural gender inequalities in strategic areas for development.

The work request was orientated to generate a message of awareness and a state of reflection on the dramatic current situation of murders based on gender violence in our country.

Uruguay is a country of only 3 million inhabitants, and although it is one of the most advanced in social policies in the region, it has very high rates of femicide, since one every 15 days is classified under this label by the law.

The objective is to create messages that generate a state of reflection on a large scale in our society about the complexity of the topic and the dramatic nature of our situation in order to eradicate women’s death due to gender violence.

Uruguay is a country of high human development (HDI 0.792), ranked 51st among 187 countries and, since July 1, 2013, considered a high-income country according to World Bank measurements on income per capita.

The statistics on gender violence in Uruguay are alarming. The regional indicator "women’s death caused by an intimate partner or a former intimate partner" of the ECLAC Gender Equality Observatory for Latin America shows that Uruguay ranks first among 12 countries in the region in terms of its rate. In Uruguay, domestic violence is considered the most frequent crime after robbery. According to figures from the National Observatory on Violence and Crime of the Ministry of the Interior, between November 2012 and October 2013, 27 women were killed by domestic violence (that is, a woman every 14 days). Moreover, during 2013 (from January to October) there were 20,650 registered complaints of domestic violence, a figure that reached 5,612 cases for the same period in 2005. As a sign that women feel more confident in reporting incidents, complaints of domestic violence in Uruguay have multiplied almost 4 since 2005. This show that even in countries like Uruguay, with strong democratic institutions and appreciation for physical autonomy, women's rights are still violated.

The information provided by the statistics and collected by the promoter of the message, UN Women, determined alarming figures of femicide, one of them perpetrated even on March 8.

Observation of reality showed that the murders had visibility in the mass media, news, apart from television and radio programs. However, the way in which these messages were mobilized turns the receivers into impervious beings.

That is why we defined doing two things, combining the creation of code: gender obituary. An obituary that instead of being accompanied by a religious symbol carries a gender symbol. But not only that, we used the logic of writing the funeral notice and transformed it into the narrative about the life and death of the 19 women victims of femicide during 2018.

The code was appropriated by the national press, which, as the regretting cases appear, uses this symbol as a tribute until these days.

The information provided by the statistics and collected by the promoter of the message, UN Women, determined alarming figures of femicide, one of them perpetrated even on March 8.

Observation of reality showed that the murders had visibility in the mass media, news, apart from television and radio programs. However, the way in which these messages were mobilized turns the receivers into impervious beings.

That is why we defined doing two things, combining the creation of code: gender obituary. An obituary that instead of being accompanied by a religious symbol carries a gender symbol. But not only that, we used the logic of writing the funeral notice and transformed it into the narrative about the life and death of the 19 women victims of femicide during 2018.

The code was appropriated by the national press, which, as the regretting cases appear, uses this symbol as a tribute until these days.

We generated an agreement with all the national media that had in their website and printed version a section of obituaries and we scheduled the 19 specific obituaries from October 1 to 19, one per day, in honor to the 19 victims of femicide, according to the law.

The information was provided by the Interior Ministry and the agreement was promoted through different actors.

During the dawning of the following weekend after October 19, we worked on the implementation of the different means to unveil the campaign.

On Monday, October 22, the obituaries approached the people, going out in the mass media, a double page with a message and the 19 specific stories were scheduled in the press, radio, on the streets and websites.

The greatest impact achieved is translated into the interaction of people with obituaries. The simplicity and hardness of the text and the symbol questioning the people on the streets and in spaces destined for publicity achieved a great state of awareness and reflection.

In social networks, people on a national scale shared the obituaries with messages. Influencers and opinion leaders used the #obituariosdegénero in their stories.

The candidates representing each political party in Uruguay shared the message, and even the current archbishop, Monsignor Daniel Sturla of the Catholic Church, did the same.

On the streets, the posters were intervened with Sharpie markers by people who knew the victims with messages of love and information about their lives and their aggressors, generating a state of reflection and alert on the topic, dramatically increasing the number of complaints and also the number of women encouraged to denounce their aggressors.