| Titulo | Recipes Against Abuse |
| Agência | Ariadna Communication |
| Campanha | Recipes Against Abuse |
| Anunciante | Maisa Foundation |
| Marca | Maisa Foundation |
| Data da primeira Transmissão/Publicação | 2022 / 2 |
| Sector Empresarial | Direitos humanos |
| História | In Colombia, the lockdown due to COVID-19 lasted almost 2 years. During this time, reports for violence at home dropped getting dangerously close to zero. This turned on the alarms because, according to statistics, the country has been one of the sexiest and most violent towards women in the last 70 years. With two of the most recognized chefs of the country we created a 45 minutes cooking Instagram LIVE that looked normal at first sight but it actually allowed women to make a secret report by adding to the recipe rosemary, parsley or cilantro as a final ingredient and publishing a photo of the dish in a story with the hashtag #ItIsTimeToDoIt. This signal alerted us of an abuse without calling the attention of the aggressors. After the LIVE, a specialized team from Maisa Foundation gave personalized legal orientation to the victim. |
| Filosofia | Recipes Against Abuse. The instagram LIVE that allowed women to report violence without being detected. |
| Problema | In Colombia, the lockdown due to COVID-19 lasted almost 2 years. During this time, reports for violence at home dropped, getting dangerously close to zero. This turned on the alarms because, according to statistics, the country has been one of the sexiest and most violent towards women in the last 70 years. |
| Resultado | $ 0 investment on media + 480 New Followers +17.500 Shares + 266% Interactions + 45% Mentions +14.000 Views +34.000 Accounts Reached In just 45 minutes 406 Women Registered 8 reports |
| Tipo de Mídia | Case Study |
| Comprimento | |
| Mercado | Colômbia |
| Regional Chief Creative Officer | Andrés Riaño Martínez |
| Head of Art | Gabriel Perdomo Motta |
| Creative Director | Samuel Torres |
| Senior Director | Sergio Vega |
| Art Director / Designer | Angie Giraldo |
| Senior Copywriter | Andrés Riaño Martínez |
| Senior Copywriter | Samuel Torres |
| Senior Account Executive | Laura Cecilia Rodríguez |
| Production Service Company | Fishbowl Audiovisual |
| Film Director | Mateo Chávez |
| Film Director | Camilo Báez |
| Post-production | La Combi Productions |
| Post-production Director | Andrés Villegas Maldonado |
| Sound Studio | laika Studio |
| Sound Producer | Carlos Calvo |
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