Cannes Lions

DON´T DIE FOR ME

CIRCUS, Lima / NGO VIDA MUJER / 2015

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Overview

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Overview

Description

In Peru, domestic violence is on the rise.

In the last 4 years, 482 women were killed by their partners.

In every case, a chilling pattern appears:

Perpetrators apologize with sweet loving messages.

To change this situation we needed to make a piece of work that shows women, one by one, that their cases were part of this pattern.

So, we published a book.

“dont die for me” is a book of love written by men who terribly abused their partners.

A compilation of real letters and messages of love that were sent to abused women that finally had terribly endings.

Execution

Vida mujer is a peruvian ngo that protects women from all kind of abuses.

They give women psychological help, treatment and protection to these women.

They asked us for a campaign to create awareness against domestic violence.

We found an interesting fact.

In all cases of domestic violence there is always a chilling pattern: the perpetrators apologize with love letters.

This allows them to avoid prosecution and go back to the women they abused.

To change this situation we needed to run a campaign that could encourage women to denounce their cases of violence and save their lives.

So, we published a book.

“dont die for me” is a book of love written by men who terribly abused their partners.

A compilation of real letters and messages of love that were sent to abused women that finally had terribly endings.

The book had a final shocking message and encourage women to a rapid response: make a phone call and denounce your agressor.

We sent the book to the most influential women in the country: politicians, reporters and opinion leaders.

They immediately started to talk about the problem in tv shows, newspapers, tv news and all over the web.

The online version of the book went viral in just a few hours.

Outcome

The impact was huge.

In just hours the idea went viral and everybody in the country talks about the book.

In just a few hours the book went viral and the discussion started.

This online book hosted in www.notemueraspormi.com was shared more than a million times in less than a week.

The discussion went nation wide in just a few hours after the launch of the book.

The book became trending topic too fast.

All tv channels and all the news made coverage of the idea.

In less than a month, thousands of women denounced their cases in our organization and received the help that they needed.

Even politicians talked about the book and the shocking cases that appeared inside of it.

And finally the book originated that the government started to work in a new political plan that protect abused women from their abusers.

Similar Campaigns

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1 Cannes Lions Award
DON'T DIE FOR ME

CIRCUS, Lima

DON'T DIE FOR ME

2015, NGO VIDA MUJER

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