There is a law in Colombia that warns of the potential dangers of alcohol consumption. Every advertisement that features an alcoholic drink must have the disclaimer: “Excessive alcohol consumption is harmful to your health.”

We replaced the legal disclaimers in all of our ads, with the voices of women that were abused by drunken men. Then we also created a website where more women could open up to speak.

According to recent studies conducted by the Colombian Ministry of Health and Social Protection, 12.2% of Colombian people are at risk of alcoholism, but excessive consumption is 30% higher in males. There is scientific evidence that the excessive consumption of alcohol is harmful not only for physical and mental health – it also carries issues related to safety, communal living, and family environments.

That’s why women have become the most affected group in Colombia, as most of the violence committed against them is committed by men in a drunken state.

AGUILA, the biggest beer brand in Colombia (and one of the most valuable of the country) needed to do something about it.

VO: Colombia evolved. Now the world dances to our own rhythm. Peerless image, peerless flavor. Aguila Beer. Open yourself.

Abused Female VO: Excessive alcohol consumption is harmful for your health. In my case, one time my drunken husband hit me when I refused to have sex with him. Law 30 of 1986.

VO 1: Hey James! Do you know that a true friendship is priceless, right? That friends are always there no matter what, right?

VO 2: What you do really want is a Poker Beer, right?

VO 3: Now, Poker beer with a friendly price, ask for it for just 1 dollar. Poker beer. Better with friends.

Abused Female VO: Excessive alcohol consumption is harmful for your health. In my case, my drunken father smacked me in the face at Christmas. Law 30 of 1986.

VO: Colombia evolved. Now the world watches our football. Peerless image, peerless flavor. Aguila Beer. Open yourself.

Abused Female VO: Excessive alcohol consumption is harmful for your health. In my case, one time my drunken boyfriend beat my face in for dancing with a friend. Law 30 of 1986.

Legal disclaimers are mandatory in many countries around the world. However, nobody used them before as a media for communicating a message and/or engage people.

We replaced the legal disclaimers in all of our ads, with the voices of women that were abused by drunken men, to create awareness about a sad reality as women abused by drunken men.