Colombia is the country with the highest number of acid attacks towards women, a reality that was invisible until March 27th, 2014, when a video of Natalia Ponce being attacked was shown in all news channels. But she did not become a victim, she became a fighter for victim’s rights, recognized by all for the mask she wears, for convincing the congress to pass a law that gives 50 year sentence against aggressors. But, the attacks continued and the aggressors were not being pursued.
The Last Mask is a direct marketing idea that caused a massive PR movement aimed to rally a nation to make Natalias fight the countries fight by pressuring government to commit to this law and health institutions to provide the right care. The campaign kicked off with a direct message from Natalia Ponce herself, in the middle of the national press conference Natalia surprised everybody by taking off her mask for the first time in the public and in the national media. Handing her mask to the press and the nation asking them to wear it so this would be the last mask any Colombian women should have to wear. And that is exactly what everyone did and was creating one of the biggest PR movements in the country.
Country : Colombia
Agency : J. Walter Thompson Colombia
Advertiser : Natalia Ponce de Leon Foundation