We put a seat with the shape of a man's body in the Mexico City Subway, and reserve it for men to sit on it.

We film their reactions, those of the rest of the passengers, and upload it to social networks.

In just a few hours the video spread throughout the world.

We made that Mexico and the whole world talk about this public issue, first the passengers of the Mexico City Subway, and then the main newspapers and blogs around the globe.

Views: 46.5 million

Shares: 600 thousand

Impressions: 445 million

Social Media Reach: 329 million

Earned Media: $12.5 million

98% of the sexual harassment that occurs in Mexico City Subway, is from men to women. The worst part is that men do not even realize they are sexually harassing. Most of the time they believe they are giving compliments.

The strategy was to make men realize harassing is a form of sexual aggression by making them empathic to women's vulnerability, and this must happen in the place where sexual harassment occur, in the subway.

In Mexico City, 2.5 million of women take the subway every day.

9 out of 10 have been victims of sexual harassment by men during their trips.

We needed to create a campaign directed not to the victims, but to the harassers. This must be an action with a high reach, which creates conversation on social media, but with a low budget.