ABOUT

Background:

In Mexico the numbers of gender violence cases over the past 2 years have been increasing significantly. According to the Executive Secretariat of the National Public Security System (SESNSP), 10 women are murdered in the country every day, and 2 out of 3 mexican women had suffered gender violence in their lives.

The problem? More than 90% of the victims don’t have the courage to denounce their aggressors, but this problem is not just responsibility of them, as a society seeing, listening, and doing nothing has been our way of washing our hands of this problem.

In Cruces x Rosas (a non-profit organization) our mission is to inspire women to denounce any kind of gender violence, but above all, to educate the society and make visible the responsibility we have with an entire gender.


The Idea:

We designed a special edition of soaps in a low volume series that transformed the popular expression 'wash your hands' into a symbol. In this way, we are making visible the responsibility we have like society with an entire gender.

A special edition soap with silhouettes of women victims of some type of gender violence, that when in contact with water, instead of cleaning our hands stained them violet, the colour that represents the feminist movement against gender violence, making visible that washing our hands of a woman’s life leaves traces.


The execution:

The development of the faces was made possible with the design of molds using 3D printing techniques and the soap manufacturing process was handmade, but the big challenge was to find a secret ingredient that would leave a stain on contact with water. We achieved this by including an exact amount of violet vegetable dye in each soap.

And during March, women’s month, we sent it to opinion leaders, influencers, and media, inviting them to show their violet hands on social media and to take action about their responsibility with this problem using the hashtag: #NoTeLavesLasManos

Thanks to this website we gave tools and assistance to hundreds of women who were afraid to denounce their aggressors and taught media how to inform without victimizing or washing their hands of.

Results:

The response to the campaign was positive, especially from feminist groups, achieved hundreds of positive comments with potential influencer reach: 9.9M and dozens of impressions across in media reach: +125M unique users and more than $258K USD in Earn Media.

Conversation was generated everywhere; inviting people to reflect, share experiences and stories about gender violence in Mexico.

But the most important result was being able to identify and professionally assist more than 400 female victims of violence, provided them with the tools needed to denounce and build a safe environment.



Why is relevant?

Stain Soap was a direct mailing that inspiring in the popular expression “wash your hands” turned a simple soap into a feminist symbol.

Our soap was sent to feminist collectives, influencers, media and have the power to produce their direct response through unboxings and hundreds of content and conversation in social media around our soap, Cruces x Rosas and the gender violence un Mexico.

But the best response generated was that more than 400 female victims of violence contacted us and we were able to assist them and provided with the tools needed to denounce and build a safe environment.