Vida Mujer invited Diego Dibos, the most important romantic songwriter of Peru, to participate in this idea.

We gave him an apologize letter written by a man before he killed her and Diego created a beautiful romantic song that was a word by word transcription of the letter.

It was launched as his new single in the radios, concerts but most importantly in his social media account where he have thousands of fans.

When the song became famous and was shared by a lot of people he used all his social media to create a big bang.

He told the truth about the song to society and started a nationwide discussion that became huge in the country.

The implementation was easy.

We made a video clip of the song that was launched in social media for free.

The song also went to the radios.

There were also live presentations of the song in concerts and live transmissions of the song in social media.

Besucase of the social media buzz when the artist told the truth by a live streaming Facebook Video, he was invited to a lot of TV programs.

The idea reached almost everybody in the country because the artist is the most recognized and famous songwriter in the country.

The engagement was huge. All the fans and all the people became crazy and the repercussion of the idea was amazing because the song became part of the peruvian pop culture.

A lot of women started to call Vida Mujer´s helpline to denounce their cases of violence.

The target audience was all the women in the country that had suffered an episode of violence.

They did not know about our organization and all the help we can provide to them. This campaign was a real revelation to them and really helps to encourage them to denounce their agressors.

It was absolutely relevant to use the social media platforms to spread the message because of his viral potencial.

In the last four years 482 women has been killed by their partners.

In most cases a chilling pattern appears:

Perpetrators apologize with sweet loving messages.

The brief was to do a big action that shows women that is absolutely dangerous to give a second chance to an abuser.

The main objective was to start the conversation about this problem and to explain people that behind beautiful words there´s sometimes ugly intentions.