2016-2017戛纳狮 - 玻璃狮 - 金奖 在墨西哥，三分之二的妇女会遭受到性别暴力，在这种情况下，如果社会变得宽容和盲目，情况只会变得更糟。特克特作为墨西哥领先的啤酒品牌之一，必须采取大胆的行动，为根除这一问题做出贡献。 CERVECERíA CUAUHTEMOC MOCTEZUMA HEINEKEN MéXICO | NOMADES | 2017 Glass Lion - A01 Glass Lions Execution Time to establish a clear position. “If you are not a man, if you don′t respect women, we don′t want you as a consumer”. A press conference was held prior to the launch which helped a lot to generate media publications and attention to the campaign as well as digital tracking. The spot was realeased on paid & open TV, YouTube and social media. We branded content like supers that Tecate owns in Box, Soccer and News programs and were used to announce that we were not showing our new Ad in the Super Bowl game in order to donate that money to a ONG and to invite people to collaborate using #ForWomenWeFight. To make our statement a reality, we developed and alliance with the National Refugee Network the largest NGO supporting affected women and Tecate investing 500K USD in a new Women Empowerment Center. Brief With Projected Outcomes In Mexico 2 out of 3 women suffer from some kind of gender violence and 70% of the population perceive it as normal. 63% of women in Mexico 15 years and older have experienced at least one case of violence in their lives. In the majority of the cases her partner is responsible.48% of women in Mexico 15 years or older suffered from some sort of violence from their current or last partner.45% to 60% of homicides against women occur at home and their partners are responsible. Every 6 hours a woman is murdered in Mexico. 50.9% suffer from psychological violence, 32.6% from physical violence and 12.3 suffer from sexual abuse. More than 365 thousand women suffered violence in 2015. At least 65 thousand had to be hospitalized because of their injuries. In the past decade gender violence has risen 400%. In 2016 there where 12,896 reports of rape, this means 35 women were raped e