Colombia is the country with the highest number of acid attacks towards women per capita in the world. Creating a criminal problem and mayor health issue where the countries hospitals and care providers are not train to deal with acid attacks. Also the sales of acid is not regulated.

The Last Mask is direct marketing idea that started a massive PR movement that aimed to rally a nation to make Natalias Fight the countries fight by pressuring Government to commit to this law and health institutions to provide the right care.

The campaign kicked off with a direct message from Natalia Ponce her self, in the middle of national press conference Natalia surprise all by taking off her mask for the first time in public and in national media. Handing her mask to the press and the nation asking them to wear it so this would be the last mask any Colombian women would have to wear again and that is exactly what every one did Creating one of the biggest PR movement in the country.

In the middle of a massive press conference Natalia took off her mask handing it to the press asking them to wear it so no other Colombian should. Showing the world her face for the first time.

And the press did just that, kicking off a massive PR movement. Local and international news anchors, TV hosts, journalists, editors and news bloggers put on the mask.

Followed by celebrities, artists, athletes, poets and influencers.

The movement grew through a Direct-Marketing campaign: TV spots, outdoor, print, social media, content videos, first aid tutorials, short documentaries, and PR interviews getting a flood of free press from social and traditional media bringing the issue to light.

Motivating individuals, groups and businesses to participate through the website or an app by using mask. A directs mail was sent to government officials and health care leaders, inviting them to put on the mask and to commit.

The campaign had a massive coverage creating a PR storm that extended from traditional media to social media. Local and international news anchors, TV hosts, journalists, editors, news bloggers, celebrities, artists, athletes, influencers and people used the mask, supporting the campaign and creating original content.

More than 255 million impressions. More than 1 millions of dollars in free press and earned media. Thousands of people put on mask.

In the end government officials and health care leaders Committed through national media by putting on the mask, from the countries first lady, to Mayors, Congressmen, district attorneys and doctors.

The Chief of Police announced the creation of specialized squads to pursue acid attackers and bring them to justice.

government order the countries Hospitals to train staff in acid attack care Through Tutorial we created.

The acid market is now controled by the government.    

The Last Mask is direct marketing idea that started a massive PR movement that aimed to rally a nation to make Natalias Fight the countries fight by pressuring Government to commit to this law and health institutions to provide the right care.

Using cross media platforms to motivate the media, celebrities, artists, athletes, influencers, individuals, groups and businesses to act and react by becoming the campaign it self. Creating one of the biggest PR campaigns in the Country

Natalia Ponce is one of the most recognize persons in Colombia and internationally for been a victim of one of the most cruelest acid attacks, But she didn´t became a victim, she became a fighter against acid attacks, and better health care for victims in Colombia, recognize by all for the mask she has been force to wear becoming hear only face to the world. We decided that if change was really going to happen in Colombia Natalia could not do it alone, she had to rally a country to make her fight theirs, pressuring government to commit to the law that congress had passed that gives 50 year sentence against aggressors and health institutions to provide the right care. if Natalis face is the only face against acid attacks Colombia we had to make her face everyone’s face. And make her mask the last mask.

Colombia is the country with the highest number of acid attacks towards women, a reality that was invisible until March 27th, 2014 When a video of Natalia ponce been attacked was shown in all news channels

But she didn´t became a victim, she became a fighter against acid attacks, and better health care for victims recognize by all for the mask she wears, Convincing congress to pass a law that gives 50 year sentence against aggressors.

But, the attacks continued and hospitals weren't train to deal with acid attack victims and at the same time the aggressors weren’t being pursued.

Now she had to rally a country to make her fight theirs, pressuring government to commit to this law and health institutions to be train in providing the right care.