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Anónimo, the creative agency led by Raúl Cardós President and Juan José Posada CCO, alongside with the international organization Save the Children, have joined forces to launch a moving campaign aimed at raising awareness about the alarming violence faced by women in Mexico, particularly girls.
The centerpiece of this initiative is a short film produced by Catatonia and directed by Laura Baumeister, which tells the harrowing story of Fer, a young girl whose mother decides to disguise her as a boy to protect her from daily violence and harassment. This choice starkly illustrates a grim reality in which girls in Mexico are twice as likely to experience violence simply because of their gender.
“In Mexico, 10 women are killed every day, and one of them is underage. These girls and adolescents face significant violence that infringes on their most basic rights. Urgent actions are needed to protect their lives and futures,” stated Ivonne Piedras, Communications and Campaign Director at Save the Children.
The short film, conceived as a powerful awareness tool, encourages viewers to reflect on the normalization of gender-based violence in Mexican society. Through the eyes of the protagonist, the audience confronts the constant threat faced by millions of girls, who from an early age must alter their behavior, appearance, and dreams to avoid becoming victims of a hostile environment. The narrative also highlights how violence and harassment limit girls’ opportunities and overall development.
“Gender-based violence in Mexico is a structural issue that affects women from childhood. With this campaign, we aim to open society’s eyes and emphasize the urgent need to take action to protect the country’s girls and women,” said Julieta de la Fuente, Client Services Director at Anónimo.
Meanwhile, Save the Children, with its mission to protect children’s rights locally and globally, has placed the vulnerability of girls at the heart of the campaign. Due to machismo and inequality, girls face various forms of violence, ranging from school harassment to femicide.
“This campaign is not just an audiovisual piece, but a call to action through donations. It’s incomprehensible that girls live their entire lives in fear simply because they are female. We must change the country's narrative,” declared Rodrigo “Coco” Casas and Fernando Parra, Group Creative Directors at Anónimo.
The campaign aims not only to raise awareness but also to mobilize institutions, families, and society as a whole to take concrete steps to eradicate violence against women and girls. As part of the campaign, a dossier with key information on the issue and the actions Save the Children is implementing across Mexico to combat this serious situation has been released.
The collaboration between Anónimo and Save the Children reflects a deep commitment to addressing one of Mexico's greatest challenges today: ensuring a violence-free future for all girls and women.