In Mexico, 70% of children who suffer some kind of abuse, will go on to abuse a child when they grow up. We wanted to create awareness about this issue and direct people to the site to make a donation.

Statistics prove that child abuse is a behaviour that becomes repetitive if not stopped from the beginning. Our campaign is focused on raising Mexican society’s awareness about this issue, provoking change from the very centre of the problem: homes.

Through the campaign we raised donations 20% higher than last year. All the money was destined for educational programmes for kids, parents and institutions. Also, Save the Children increased its awareness in Mexico.