Situation: During 2022, 137 femicides and 111 attempted femicides were registered in Peru, and 2023, 32 new cases have been registered.

Brief: Increase awareness of the femicides in the country.

Objectives: Make the women of the country aware that they do not let pass any kind of aggression, If there has already been a manifestation of violence against you, your story could end up like that of many women who forgave.

Media insight: There are already many women who have been victims of femicide. Many of the names of these women occupied the pages of newspapers. Coincidentally, every day we can see many of these names in the city, turned into messages of love, made with graffiti. So we saw an opportunity to use those messages in a new medium to raise awareness and remind all women that femicide is sometimes hidden with messages of love.

We used the messages of love we can see in the streets (that coincidentally bore the names of the murdered women) as a new media and we intervened in a guerrilla activation with stickers that contained a powerful message that raised awareness among women.

Target: Women in general

Media planning: We use these messages of love made of graffiti that we see in multiple streets and we use them as a new media to raise awareness among all the women who pass through the capital and the cities with the highest rates of femicide in the country. At the same time, we also deployed communication on Amnesty's social networks to further amplify the action.

Approach: With zero budget we were able to intervene 450 different places in the country.

On March 8, Women's Day, we used the messages of love we can see in the streets (that coincidentally bore the names of the murdered women) as a new media and we intervened in a guerrilla activation with stickers that contained a powerful message that raised awareness among women.

The campaign is still valid to this day and is highly scalable, since it does not require a media budget and relies on the messages that already live in the city.

450 intervened places

92% Brand Sentiment

0% Media investment