Chile has been in a crisis regarding child protection for years, as reported by us, the newspaper El Ciudadano. Additionally, current childhood protection programs such as "Better Childhood," implemented in 2022, have not yielded the desired effect, perpetuating a dangerous crisis for Chilean society.

The brief was to unveil the truth about child abuse in the country through a striking campaign that would prioritize child protection within the country's agenda. Therefore, the main objective was to reach as many people as possible and garner free media coverage.

All the works were created 100% with Artificial Intelligence, using Midjourney and Adobe Firefly, but not just as an artistic or craft decision, but rather as a protection measure, using the technology as a protective shield to not expose any child to a situation similar to the one we are exposing and visualizing, even if it is just a photo.

For this we used more than 3000 prompts than real testimonials, news and texts that we researched.

The campaign achieved significant numbers for El Ciudadano. Reaching a total of 6M impressions on different media Also, “Circles” elevated by 12% the positive sentiment on the brand El Ciudadano and also achieved the principal headlines of digital PR.