Mexico is one of the countries with the highest number of cases of violence against women. We have to make known the problem, the seriousness and the magnitude of gender violence in Mexico. Tecate is “the men's beer". With all the responsibility that this implies, in Tecate we made a decision: to lose fear. Fear of doing something, saying things as they are. We want to stop being part of the problem, to become part of the solution. We want to be the first alcoholic brand to take the first step, to collaborate in all that´s in our hands to help eradicate gender violence. We want to communicate our clear and firm vision: If you take advantage of woman in any way, you do not deserve a Tecate. A strong, blunt message that changed forever the perception of the brand. In order to achieve this, the brand launched a project with a brave and bold message towards men: Zero tolerance for those who do not respect women. We came up with a serious storytelling in social media and with our association with the NGO “National Refugee Network” we decided to build centers that help women struggling with violence. The campaign was communicated on open and paid TV, on TECATE’s digital platforms, mainly social networks. It had a significant viral effect throughout its stage, however, the greatest impact was during the first 48 hours (1 Million organic views) and had more than 150 media publications in digital, print and radio, covering national and foreign media.