During 2020, Publimetro registered more than 600 femicides news stories in Colombia. So, the question was simple: how can we celebrate Women’s Day if the femicide rate increases every year?

We needed to take action, and to spread a brave message to create concern about this terrifying number, instead of just “celebrating” Women’s Day.

Giving flowers to women could mean a lot of things such as admiration, love, forgiveness. The problem is that the Latin culture thinks a flower is also the solution whenever there is disrespect, abuse, or even domestic violence.

The strategy was simple, on International Women’s Day, women rise their voice for gender equality, women rights, even their life. But the struggle is too huge to be minimalized with just a gift, and during this day thousands of flowers are given to women by men. So, this was the perfect scenario to tell people it’s worthless to give flowers to women if they’re still getting murdered.

270.000 impressions distributed on March 5th, two days before International Women’s Day, around the five locations with the most femicide rates, so during March 8th street florist around the city could wrap their flowers with our message.

• More than 2.1 million people reached. Almost 30% of the whole Bogotá´s population.

• Dozens of influencers, actors and journalists talked about it.

• A public commitment was declared by Publimetro: they won’t stop hacking the flowers until the femicide rate disappears in Colombia.