We created, The Invisible Children Yearbook. A Yearbook, just like the ones in schools but ours featured only kids that were born and raised in prison. We included portraits and drawings that depicted their feelings and sent the yearbook to politicians and press.

It's a different way to change the laws.

Implementation : Press conference , interviews and development of communication materials.

We identified the legislators and senators who have influence on subjects related to child protection law an invited them to the presentation of the Invisible Children Yearbook,   a photo exhibition, and an open discussion about the problem with journalists. The media covered the event and turned it into big news. The whole country had a look at the invisible children. 

We had another event in the Senate of the Republic of Mexico, where senators and legislators where asked to share with the media their solutions to the problem. 

Time line: Press Conference on November 4th. Ongoing management interviews from November 2015 until now.

Placement : Traditional media : TV , radio , magazines, newspapers and Web , Social Networks.

Scale: National.

Thanks to this campaign we spark a debate across media over child protection, helping us to the government changed the law, assignment a budget for the protection of prison children, and also reducing their stay from 6 to 3 years.

This is an idea that helped to change the world with a new Law for the protection of children living in prison. The yearbook was an effort directed to politicians and specialized media. Thanks to the press conferences, we evidenced the problem and reached senators and legislators, who finally created a law within the Senate of the Republic of Mexico to protect all children who live inside a prison, assigning a budget and reducing their stay in prison from 6 years to 3. 

Target audience : civil society , opinion leaders , politicians and the key media.

Target average : National , Politics , Business, Social Responsibility , Life & Style, Society and Justice.

Media planning: Press conference to present the yearbook on Nov. 4th, creation of press releases related to the Yearbook of the Invisible Children, management interviews to discuss the activities of Re-inserta and the yearbook.

Approach : Media management through small meetings and sending constant information.

In Mexico, criminals are not the only population in prisons. Children also populate our prisons, currently over 400 of them were born in prison and must live there until they turn 6 years old.

They are invisible, because they don´t exist within the eyes of the law. The goverments blind eye exposes these children to not only the first 6 years of there life in prison but also to live on the scraps of the prison since there is no budget for a bed, nutrious foods or educational materials. Thats why, Reinserta foundation decided to create a campaign to make them visible.