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 Purpose

According to United Nations reports, one out of three women admit that they had suffered situation of gender-based violence.

The specialists confirm that one of the biggest problems is that because of fear the cases are not reported on time. That is why Movistar, one of the largest telephone companies in Latin America, decided to create a campaign seeking to generate awareness and at the same time communicate the telephone line 144 (assistance line for victims of gender-based violence).

Campaign Objectives

The objective was to empower women, encourage them to use the 144 line to both report cases...

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