SITUATION: in 2022 alone, violence took more than 2,600 children's lives in Mexico (that is 7 children every day).Nearly 200 homicides and homicides of girls and boys have been reported in January 2023 alone, with over 2,640 in 2022. That's an average of seven children and adolescents killed every day.

BRIEF: In commemoration of the month of the girl and the boy, Save the Children reiterates an urgent call to action to every sector of society, to implement an Emerging Program that Protects the Life of Girls, Boys and Adolescents.

OBJECTIVES: To increase donations and sign and online petition addressed to the Mexican government and the civil society to create solutions for this terrible situation.

On the day of filming, we had a very sunny day, which made things a bit complicated since the concept is "rain." A rain of bullets, a rain that affects children. The problem is that rain occurs on cloudy days. There must be a cold and hostile atmosphere, the sky must be cloudy... But we had a day with a lot of sun, so we had to work on it at the grading and colorimetry level, as we went from warm to cooler colors. We worked to give more contrast and shadows to the film without losing volume or essence.

IMPACT: 53,430 impressions

REACH: 45,070

ENGAGEMENT: 394 interactions

CHANGE IN BEHAVIOUR: More people signed the petition than against last year.

BRAND PERCEPTION: Save the Children is making people and the government realize that this problem is reaching war-like statistics.

ACHIEVEMENTS AGAINST OBJECTIVES: On its first week, the film reached a VTR of 23% and has been watched approximately for 11.5 hours.