In 10 years anorexia and bulimia cases have duplicated, mainly due to the out of control promotion by the media of false concept of beauty.

The challenge: to stop advertiser from promoting a false concept of beauty.

The Objective: to make the senate pass a law which regulates image retouching in advertising.

The Strategy: To show people how far image retouching has gone in a disruptive way in order to gain their attention.

The Execution: We created ads for women's brands with dramatically thin models.

The Outcome: Thanks to the overwhelming number of signatures collected we took our case to the senate and it's being considered for legislation.

Key PR elements:

The campaign was so strong that the media began to talk about it spontaneously, and amplified it's reach to a massive audience.

The campaign had such impact that the second strongest political party, Partido Acción Nacional, decided to support our initiative in the senate.

We created ads for women's brands with dramatically thin models. We wanted to reach the general public, so that they can understand how far advertisers have taken image retouching. After 2 weeks, the ads where intervened asking people to sign an online petition to stop image retouching.

- Traditional media gave ample coverage of our campaign

- We needed 2000 signature to present our initiative to the senate, and received more than 20000 in the first three days.

- Partido Acción Nacional, the second strongest política party, supported our initiative in the senate.

- Our initiative will be voted for its approval by the House of Legislature in MID 2015