Gender violence is a worldwide issue that continues to grow and get more complex each year, Argentina is no exception. As the Internet keeps turning into a more important part of human relationships, abuse also finds its way into it, allowing people to expand that violence into the digital world. Movistar, as a telecommunications company that always stands for the responsible use of digital tools, wanted to showcase this behaviour in order to help raise awareness on the issue and provide the information and number to call in these situations.

In order to raise awareness on the issue of online gender violence, we started from the typical cellphone launch commercial which people have already seen many different times but gave it a twist: what was shown on the screens were violent and abusive text messages from men. In fact, this was no launch at all, because what we were showing has already been around for a long time, but hasn’t gotten the attention it needs. That’s why, in addition to showing the situation, we provided the tools to act on it.

Intending to shed light on online gender violence, we decided to break into a communication format that people already know with messages that would show the problem and make people uncomfortable in order to generate the necessary impact.

The ad ran through October and November 2021, covering November 25th, which is the International Day for the Elimination of Violence against Women. It was aired on TV in TV Pública and ran online in news portals.

Compared to the 2020 campaign about this same issue, brand attribution for this campaign increased by 25%, contributing to Movistar's recognition as a socially committed brand. On the first week the campaign aired, the weekly traffic to the website dialogando.com increased by 313%. Online, the campaign generated 1.7 million Impressions.