Outdoor > Ambient
LEO BURNETT MEXICO, Mexico City / PROCTER & GAMBLE / 2015
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Once we knew cervical cancer was the leading cause of death in indigineous communities, we took on the task to find a place where we could effectively create the missing words for the feminine reproductivo system.
We chose San Bartolomé Quilana, Oaxaca because there we were able to team up with sociologists, doctors, linguists and people from the village to create the missing words for women’s reproductive system in Zapoteco.
It took a whole weekend talking to this group of people to understand not only the women, but also how not having the words is truly a barrier in their lives.
After understanding their culture, we assembled sociologists, doctors, linguists and people from the village and successfully created words in their dialect that actually made sense to them and will be able to use them in their everyday lives from now on.
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