Peru 21, one of the country's most popular newspapers, decided to take a stand against violence by having its pages dual-function as a symbol of support for women.
The signs, which read "Violence is not love," "Nobody has the right to touch you" and "To be silent is to be an accomplice," were all taken from victims of sexual violence. Peru 21 created the signs on its newspapers in response to the country's first major rally for women's rights.
In creating them, Peru 21 hopes to spread information regarding the unfortunate consistency that acts of violence against women take place in the country, as well as make the voices of those who've experienced it firsthand be heard. In order to spread word of these efforts, the newspaper joined with ad agency McCann Lima, which in addition to designing the signs, created a social media campaign for it.
Key Themes Behind This Trend
- Dual-function Print Media
- Opportunities for newspapers and magazines to create print media that serves an additional purpose beyond conveying information.
- Supportive Messaging
- The growing trend of incorporating messaging of support and social activism in various forms of media.
- Digital-physical Integration
- Opportunities for bridging the gap between digital and physical platforms for communication and expression.
Where This Applies
- Print Media
- Newspapers and magazines can explore innovative ways to engage readers and convey powerful messages through their printed materials.
- Advertising and Marketing
- Ad agencies and marketing firms can collaborate with media outlets to create impactful campaigns that raise awareness and promote social causes.
- Online Content Platforms
- Digital platforms can explore ways to integrate offline experiences into their online spaces, fostering a sense of community and activism.
