Violence, poverty, education, gender equality and social justice are social problems and some of the most important Sustainable Development Goals in Peru.

Therefore, part of our responsibility is to generate actions that contribute to achieve those goals.

With more than 800 women murdered by men in the last 5 years. Violence against women is one of the most terrible problems the country has in these times.

The goal was to try to show the greatest number of Peruvian women the danger of believing in beautiful words that may have darker meanings.

In Peru, the authorities do very little to protect women from their attackers.

There are not many laws that really protect women because Peru is an absolutely macho country.

Generally, when they decide to report their situations of violence, it is already too late.

Media regulations do not help a lot in helping women and the lack of support makes it very difficult to teach women in remote areas the importance of getting away from their attackers in time.

That is why it is very important to show the women with the campaign that behind beautiful words there are sometimes terrible intentions.

In the last 5 years, more than 800 women have been killed by men.

There is a pattern that is repeated almost in every case: In the declarations of the murderers, they always say that they loved the victims.

A great problem for women is to not be able to separate violence from love.

Thus they are deceived by these aggressors until they end up leading them to death.

After a intensive research of data.

We created a collection of beautiful love poems recited by famous Peruvian poets, but which were actually poems made with phrases from the real statements of murderers after killing their victims.

These poems were broadcasted on the most important romantic radio and with the largest audience in the country. Proving to women of all social sectors the importance of not being fooled by their aggresive partners and giving them the message that love should not harm them.

Realizing that the beautiful poems they were enjoying were actually phrases of women murderers, people were shocked and clearly understood the message.

The strategy was to make women understand that they should not be fooled by beautiful words.

Because of the extreme levels of illiteracy that exist in Peru, we needed a way to reach all women in the most organic way possible.

For this we made an alliance with Radio Ritmo Romántica, the radio with the highest female audience levels in the country.

In this way we did a very extensive investigation of data collection of the statements of the murderers in the most famous cases of murders of women of the last 5 years.

We invite some of the most important poetesses and dramatists of the country to help us being the voices that recited the poems.

Those audios were broadcasted on the radio, in social networks and also by whatsapp.

And in these messages, after shocking women with the idea, we invited them to report their aggressors.

The implementation was impressive.

The entire collection of poems, 10 in total, were broadcast aggressively on Ritmo Romantica radios with hundreds of hits a week.

The campaign has lasted more than a month and will continue to be broadcast for a few more months.

The audios have reached the most remote and poorest areas of the country teaching the women of the coast, the highlands and the jungle of Peru. Places so far away that only radial waves arrive.

Approximately 8.5 million people were reached by this action.

The campaign get more than 5 millions in free media.

In just a week, the numbers of organ donors in the country increased in 200%

The conversation became one of the main topics in the country.

And in just few days, the campaign managed to save the lives of eleven patients.