• Situation

According to studies conducted by the National Citizen Observatory in 2020, the number of children and adolescents affected is between 100,000 and 200,000.

• Brief

Children and adolescents have the right to a safe life in their homes, schools and communities.

In Mexico there is a systematic violation of their right to protection, especially for those living in poverty, thousands of them are recruited by organised crime. Let's make this problem visible and show the world how organised crime moves fast and strategically, and we must take action to save the lives of thousands of young Mexicans.

• Objectives

This campaign not only sought to expose the reality, but also to inspire change. It calls us to action to break adolescents out of this cycle of violence and offer them a pathway to a safer and more promising future.

We try to represent as real and natural as possible, with a casting selected with similar profiles, the locations, trying to transmit exactly what the young Mexicans live in these normally hot northern regions.

Natural Lighting: We look for natural light sources, such as windows, open doors or direct sunlight, to bring out the colors and details of a documentary photograph and shadows play an important role in creating an evocative atmosphere. Take advantage of deep shadows and strong contrasts to highlight elements that reflect everyday life to add drama to the image.

IMPACT: 66,447 Impressions

REACH:49,500

ENGAGEMENT: 1,198 interactions

CHANGE IN BEHAVIOUR: Mexican media and individuals began to raise awareness of the problem and to rally support to break this cycle of criminal recruitment.

BRAND PERCEPTION: Save the Children is exposing a problem on the streets and in the media, so that people and the government realize that this problem is reaching abnormal and dangerous statistics for Mexican children and youth.

ACHIEVEMENTS AGAINST OBJECTIVES: On its first week, the campaign reached different media coverage in Mexico and the rest of the world.