SITUATION: Around 500 girls and boys (an estimate by Reinserta) are born and live in

Prison, and can live up to three years with their mothers inside the penitentiary centers, only to be separated from them on their 3th birthday.

BRIEF: To create a fundraising campaign that helps build more care centers for children and their mothers.

OBJECTIVES: Exceed last year's donations to build more "bebetecas" and help more people.

The color correction was based on a low-key approach, which allowed us to create this more oppressive space. There was also work done on the art direction and photography that allowed us to show these cold spaces, since prisons are cold places with very focused lighting. We played with warm lights in the background and cold lights in the foreground to create depth and spatiality.

We chose a high-contrast low-key approach because it made us focus more on the characters we were filming and to generate a sense of oppression and confinement. It made it clear that the place we were depicting should not be inhabited.

TOTAL REACH: 884,229

ENGAGEMENT: 14,613

IMPACT: 15.9 M people were impacted with the social media and news coverage.

QUALITY OF EXPERIENCE AND INTERACTION: The film was launched in a cinema with a great perception amongst the audience.

CHANGE IN BEHAVIOUR: we made people aware of a problem that otherwise is invisible in Mexico.

BRAND PERCEPTION: We're now perceived as an organization that not only cares for adults in prison, but also women and children.

ACHIEVEMENT AGAINST OBJECTIVES: to the entry day, we've raised $29,060.