In Peru, violence against women is on the rise. 482 women were killed by their partners in the last 4 years. Vida Mujer, an NGO that fights against domestic violence, wanted to change this situation.
Reduce the number of murdered women by showing them that their cases of violence belong to a pattern that is repeated over and over again and empower them to denounce their partners before is too late.
We found a fact that is repeated time and time again: After every episode of violence, perpetrators always ask for forgiveness with sweet loving messages.
We published a love book written by men who abuse women.
The book has two parts. The first part is a compilation of real love letters and messages that were written after episodes of violence. The second part of the book presents the tragic ends of each story. We published an online edition at www.notemueraspormi.com
The online version of the book was viewed more than 5 million times. We got more than US$ 2MM in free media impressions.The original article about the book and the videos were shared more than a million times in just three weeks. Even Hollywood stars like Ashton Kutcher shared the book in their personal social media accounts. 100% of the mentions of the idea in traditional and social media were absolutely favorable. But the most important result for us is that because of this book, Vida Mujer was able to help more than 2,000 abused women with protection and psychological treatment, in less than a month.
- 5 milliononline views
- $2 millionin free media impressions
- 100%mentions in traditional & social media were favorable