2017 / Cannes Lions / Gold / Cyber

2017 / Cannes Lions / Gold / Entertainment

2017 / Cannes Lions / Gold / Entertainment for Music

2017 / Cannes Lions / Gold / Radio

2017 / Cannes Lions / Gold / Radio - Use of Music

2017 / Cannes Lions / Silver / Entertainment

2017 / Cannes Lions / Silver / Radio

2017 / Cannes Lions / 3x Shortlist / Grand Prix for Good

In the last four years 482 women has been killed by their partners. In most cases a chilling pattern appears: Perpetrators apologize with sweet loving messages.

The brief was to do a big action that shows women that is absolutely dangerous to give a second chance to an abuser. The main objective was to start the conversation about this problem and to explain people that behind beautiful words there´s sometimes ugly intentions.

Vida Mujer invited Diego Dibos, the most important romantic songwriter of Peru, to participate in this idea. We gave him an apologize letter written by a man before he killed her wife and Diego created a beautiful romantic song that was a word by word transcription of the letter. It was launched as his new single in the radios, concerts but most importantly in his social media account where he have thousands of fans. When the song became famous and was shared by a lot of people he used all his social media to create a big bang. He told the truth about the song to society and started a nationwide discussion that became huge in the country.