The challenge: To restore importance to the problem of child abuse to other media distractions.

The objectives: Capture the public's attention and tell the public who report child abuse if they witness.

The strategy: We decided to enter our message through a content with which people usually have fun. And also it has a unique popularity. So we used Dubsmash, the new popular app in which people can record a video and dub the voice of someone else.

The execution: We recorded children’s voices that indicates signs of abuse and then upload them into this app.

Finally, we asked the most popular Peruvian celebrities to support our cause by making their own Dubsmash videos that shows this message at the end: #SPEAKFORTHEM. LET’S STOP CHILD ABUSE. Save the Children.

This entry is appropriate to PR because this case is a great example about how with a powerful idea, can restore importance to a serious problem of a country.

First we recorded children’s voice showing signes of abuse and then upload it to this popular application.

Then we asked some celebrities to support us by making their own Dubsmash, but showing a final sign: ?#SPEAKFORTHEM. LET’S STOP CHILD ABUSE. Save the Children.

In a short time more celebrities and people embraced the campaign.

#HABLAPORELLOS was TT.?

12 million people reached.

6.2 million media impressions.

But the main thing, the reports of child abuse increased, cause now more peruvians "speak for them".