Movistar: Maria's Message

Movistar, a telecommunications brand, used WhatsApp's voice messaging feature to launch a hidden message campaign alerting against gender violence in Argentina.

Campaign details

Brand: MovistarLead Agency: Wunderman BARegion: LATAM

Objective

According to UN studies one out of three women claims to have suffered from gender violence, worldwide. Specialists say that one of the main problems is that they are afraid to report it on time. Therefore, Movistar, one of the largest telephone companies in Latin America, decided to develop a campaign in order to create awareness and provide people with a Government telephone line to report gender violence.

The objective was to empower women and to encourage them to contact the Government's assistance line to report...

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