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In the midst of the pandemic, femicides and domestic violence cases reached alarming numbers. The Puerto Rico Section of Amnesty International (AIPR), a worldwide movement of people fighting against human rights abuses, decided to put the distressing data in front of the people to compel action. The result was The Bloody Data, a shocking campaign highlighting the statistical data on women who have bled from femicides in Puerto Rico during 2020. The campaign launched on November 25, International Day for the Elimination of Violence against Women. The twist? Menstrual blood remains a taboo in Puerto Rico and is considered by many to be repulsive. Still the bloodshed of women due to violence doesn’t generate such disgust. Amnesty presents de data using menstrual pads, cup and tampons, challenging viewers to rethink their bias and direct outrage to the only blood that should be disgusting: the blood spilled by gender violence.
The campaign lived in print, outdoor, social media and www.thebloodydata.com, a website were ultimately you could sign a petition calling for an official stance from Puerto Rico’s government against gender violence.
The petition gathered hundreds of signatures and attracted support in more than 25 countries around the world and grabbed the attention of newspapers and online media. Two months after its launch, Governor Pedro Pierluisi declared a State of Emergency for Gender Violence in Puerto Rico. The executive order prioritizes gender issues in all government agencies, calling for the implementation of comprehensive sexual education with gender perspective, a deep change in the police and judicial system to serve victims with dignity and allocates money from the national budget to address gender violence.
This NSFW professional campaign titled 'The Bloody Data' was published in Puerto Rico in November, 2020. It was created for the brand: Amnesty International, by ad agency: Arteaga & Arteaga. This Integrated medium campaign is related to the Public Interest, NGO industry and contains 2 media assets. It was submitted over 1 year ago.
Advertising Agency: Arteaga & Arteaga, San Juan, Puerto Rico