| Title | True love does not kill |
| Agency | Havas Worldwide Peru |
| Campaign | True love does not kill |
| Advertiser | Amnesty International |
| Brand | Amnesty International |
| Date of First Broadcast/Publication | 2023 / 5 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Philosophy | In order to raise awareness about femicides and the causes that produce them, Amnesty International and the agency creatively led by Mauricio Fernandez Maldonado, issued warning messages using the city's graffiti. The campaign "True love does not kill" is an innovative and simple idea, which uses more than 450 graffiti in the city to alert women and raise awareness of the reality of Peru, a country where femicides are growing year by year. Painting a wall in a romantic way may be a way of asking for forgiveness, but behind it may also be a terrible ending. "It is a priority that women and society become aware of this reality, when an act of violence occurs in a couple, it is only the beginning of a spiral, which, most of the time ends tragically. According to studies, most of the victims previously suffered acts of violence, deciding to forgive and continue with their partners" Explains Mauricio Fernandez Maldonado, Chief Creative Officer of Havas Peru. To generate impact, Havas Peru used different declarations of love in the form of graffiti that they found on the walls of the city, and on each one of them, they added a sticker in the form of a tombstone with a strong message of awareness. The initiative was launched in the framework of International Women's Day, was shared on different social networks and achieved 92% brand sentiment. |
| Media Type | Case Study |
| Length | |
| Chief Creative Officer | Mauricio Fernández-Maldonado |
| Creative Director | Moisés Urrutia |
| Art Director | Luis Rios |
| Copywriter | Juan Carlos Gallardo |
| Editor | Roy Joaquin |
| Editor | Eduardo Del Portal |
| Audio | Merge |
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