La Sirena: End the Silence

Retailer La Sirena raised awareness of gender violence in the Dominican Republic with a live activation on prime-time TV.

Campaign Details

Brand: La SirenaAgency: Pagés BBDOCountry: Dominican Republic

Challenge and Business Objectives

The Dominican Republic is ranked sixth among countries with the highest cases of domestic violence. In the last ten years, 2,506 women have lost their lives due to it. La Sirena is the largest retailer in the country, particularly loved by Dominican women for its social commitment. In 2015, the brand decided to promote a campaign in order to increase awareness of and fight gender violence on November 25th, the International Day for the Elimination of Violence against Women.

Insight

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