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 their victims.
That's why Flora Tristan NGO created a collection of beautiful love poems declaimed by famous Peruvian poets, but these were actually poems made with quotes from the real statements of murderers after killing their victims.
These poems were broadcasted on the most important Peruvian Romantic Radio. Demonstrating women of all social targets the importance of not being fooled by beautiful words.
When women realized that what they were enjoying were actually phrases of women´s murderers they get shoocked and clearly understood the message.
Because of the extreme levels of illiteracy that exist in Peru, Flora needed a way to reach all women in the most organic way possible.
For this, they made an alliance with Radio Ritmo Romántica, the radio with the highest female audience levels in the country.
They did a very extensive investigation and data collection of the statements of the murderers in the most famous cases of murders of women of the last 5 years.
Then, they invited some of the most important poets and drama writers of the country to be the voices that declaimed the poems.
The audios were broadcasted on the radio, in social networks and also shared using Whatsapp.
And in these messages, after shocking women with the idea, we invited them to report their aggressors.
More than 8 million women have been reached by the campaign.
The response rate has been incredible, the calls to report the cases to Line 100 increased by 122% so far this year.
Audio advertisement created by Grey, Peru for Flora Tristan, within the category: Public Interest, NGO.
CCO: José Luis Rivera y Piérola
ECD: Carlos Tolmos
Creative Director: Yasu Arakaki
Account Director: Mariel Artola
Art Director: Joe Almeida, Luigi Rissi
Copywriter: Ale Jordan, Christian Merino
Trainee: Lorenzo Espinoza
Editor: Miguel Chiesa
Producer: Gabriel Cano
Director: Martin Carrasco
Sound Design: Sin Anestesia