In Mexico 2 out of 3 women suffer from some kind of gender violence. Mexico is one of the countries with the highest number of cases of violence against women. Society has become permissive and blind in face of this situation and things are only getting worse. Tecate, one of the leading brands of beer in Mexico and the brand of choice of Mexican men, had to take a fearless stand and contribute to eradicate this problem. We had to build awareness about the seriousness and the magnitude of gender violence in Mexico by taking a decisive and active role in its eradication.

Time to establish a clear position. “If you are not a man, if you don´t respect women, we don´t want you as a consumer”. A press conference was held prior to the launch which helped a lot to generate media publications and attention to the campaign as well as digital tracking.

The spot was realeased on paid & open TV, YouTube and social media. We branded content like supers that Tecate owns in Box, Soccer and News programs and were used to announce that we were not showing our new Ad in the Super Bowl game in order to donate that money to a ONG and to invite people to collaborate using #ForWomenWeFight. To make our statement a reality, we developed and alliance with the National Refugee Network the largest NGO supporting affected women and Tecate investing 500K USD in a new Women Empowerment Center.

The campaign was amplified through the brand’s digital platforms generating significant exposure in earned media and fueling viralization. The impact during the first 48hrs from launch was overwhelming: +27M views. We also achieved more than 150 media publications in digital, print and radio from national and international sources reaching 65 countries. 8 out of 10 comments were positive. Social Network impact was above all expectations: +11M impressions =$12M MXN, in Facebook, we reached 22.9M people; in YouTube our spot became the 8th video with more organic views in the history of Mexico and in Twitter it was the campaign that achieved the greatest number of interactions and responses in 2016.

And the most important result: and increase of 75% of women asking for help from our partner Organization.

Several media commented and made notes during the campaign, having an earned advertising value equivalent to $ 10.9M MXN.