McCann Lima has partnered with Peru’s newspaper Peru21 newspaper to create a tool for protesters who are fighting violence against women to make their voices heard.
Bred by the civic movement “Ni una a menos” (“Not One Less) that has raised popular support across Latin America through massive public gatherings protesting any type of violence against women, this effort supported the protest march that took place in Lima, Peru, on August 13th.
According to INEI – National Institute of Statistics and Informatics — 32% of Peruvian women have suffered physical and sexual violence. McCann Lima conceived the idea, promptly embraced by Peru 21, one of the most popular newspapers in the country, to change its front page into signs that could be carried in the streets and used in the protests. The revised front pages featured a pink background with white lettering and carried protest phrases suchas: “Violence is not love”; “To be silent is also to be an accomplice”; “Nobody has the right to touch you”.
The campaign was also activated and promoted through social media and public relations.
“Peru 21 is a newspaper that aims to give Peruvians a voice in social matters, taking an important role in positive social changes. By embracing this idea, they became an active tool for protesters to be heard even louder,” says Mauricio Fernandez Maldonado, McCann Lima’s general creative director.
Client: Grupo El Comercio
Motivo: “Un diario. Una pancarta.”
Agency: McCann WorldGroup Lima
General Creative Director: Mauricio Fernandez Maldonado / Christian Caldwell
General Creative: Omar Polo / Giovanni Macco
Accounts director: Mirjana Slavkovic
Account Executive: Maria Gracia Vasquez
Production Director Agency: Alonso Palomino
Agency Producer: Pimi Ravizza
Casa realizadora: Locomotor
Productor Ejecutivo: Carlos Cía Almeida
Directores: Sebastian Vereau / Ariel Ormeño (DOS)
Animaciónes: Raúl Diaz
Director: Juan José Garrido
Editor: Diego Salazar
Hearings Editors: Esther Vargas
Brand Manager: Grethel Morales
Brand coordinator: Marcia Oviedo
Marketing Asistant : Claudia Chávez
Editorial Producer: Christian Saurré
Graphic Editor: Luis Hidalgo
Editora de Actualidad: Mariella Sausa
Editors: Lorena Obregón y Pablo Vilcachagua
Community managers: Natalia León y Esteban Monzón
Design: Jose Carlos Malásquez y Shirley Cjahua