In Paraguay, is very hard to reach a big audience because media ratings are very low, and media content is very poor. With an anti-sexual harassment law that its being treated at congress to reduce harassment on women, we took the opportunity to reach the audience with a low cost action and a current and relevant issue for society

We made an action with the less romantic people in the world: construction workers. We took a group of real bricklayers and gave them romantic lessons sponsored by Radio Corazón, to help them turn their compliments more romantic and effective. Now, girls can walk by a construction site without feeling restrained, but flattered with romantic men now able to recite poems and love songs. With that, we gained a lot of free publicity, besides the coverage and amplification on digital media.

With the anti-sexual harassment law being treated at congress, numerous graffiti against sexual harassment flattery and a lot of women complaining about, we made a low cost live-action that traps people in they every day living giving hope to those women again: man can be romantics again.

7.5% of market share gained, 54.000 U$ on free publicity and a lot of romanticism increased on men.