Dominican Republic has a population of 10 million people, 50.15% of them are women. The nation is ranked number 6 in countries with the highest cases of domestic violence worldwide. In the last 10 years, 2,506 women have lost their lives due to violence by their male partners.

The country has a history of violence against women. 56 years ago, on November 25th while under the regime of Rafael Leonidas Trujillo (one of the bloodiest dictators of all times) he ordered the execution of three of the most revolutionary Dominican women of the time. Every year as a reminder of this terrible tragedy, Dominicans commemorate this date as the day of non-violence against women.

On november 25th 2015, we created a live action on TV's highest rated programs. At the beginning of each show, the host appeared physically abused, but acting normal, as if nothing had happened. A twitter feed was placed on screen to see people's reaction. The more people talked about it on Twitter, Instagram & Facebook, the less bruised she would appear. During commercial breaks the make-up team would diminish the bruises triggered by the public’s reaction. On real time, every host posted her bruised picture on her social media profile. As the TV show ended, without any bruises every host addressed the reason she looked battered during the program and profiles, questioning why so many people spoke out for them, but go silent with abused victims. We also provided the telephone number for Línea Vida, the free of charge hotline to report cases of violence against women.

-In 2015, the National Statistics Organization of Dominican Republic reported a 4% decrease in femicides compared to 2014.

-Thousands of voices joined in on the brand's conversation about the importance of a nation that will no longer tolerate violence against women generating brand awareness for La Sirena.

-The action generated a firestorm of reactions, people demanding to know what happened to these women. Within minutes, thousands of posts flooded social networks.

-The most prominent personalities in TV, entertainment, journalism, media and sports talked about the action online and live TV.

-More than USD$200,000 were generated on free press.

-the store reported 12% increase in sales compared to 2014

Prime-time television in the Dominican Republic, is mostly led by female communicators. We negotiated with the most influential women in the highest rated TV shows to perform a live action on their shows. Our action would respond to the audience's reaction on social media.

Tiendas La Sirena, the largest retailer in the country preferred daily by Dominican women, wanted to raise awareness for this issue by promoting a message on November 25th, the international day of non violence against women.