international Amnesty - "Virgen Milagrosa" by PHNX Awards 2023
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| Title | Virgen Milagrosa |
| Agency | Havas Worldwide Peru |
| Campaign | The best religion is love |
| Advertiser | International Amnesty |
| Brand | international Amnesty |
| Date of First Broadcast/Publication | 2023 / 2 |
| Business Sector | Human Rights |
| Story | Peru is a very conservative and religious country. Religious institutions, especially the Catholic one, play a very important role in politics and in the decisions of the country. That is why the message we gave through the stained glass windows of the main churches using their colors (the same ones we see in the LGTBQI+ flag), became more relevant and proudly demonstrated to all Peruvians that the best religion is love. |
| Philosophy | The best religion is love |
| Problem | In Peru the same sex marriage is not allow. Because we living in one of the most conservative countries in the world and an ultra-religious country, so religion have a great importance in political decisions. To this is added the prejudices that religious and political institutions have towards the LGBTIQ+ community. |
| Result | Thanks to a good media strategy, our campaign managed to impact more than 6 million people, thus achieving generate awareness in a sixth of Peruvians. Number of people who could have had another vision on the subject, thinking if their prejudices do not contradict the words that their religion professes. More than 35 international media bounced the idea organically. The Peruvian congress began to debate again the bill on same sex marriage. |
| Media Type | Billboard |
| Art Director | Luis Rios |
| Chief Creative Officer | Mauricio Fernández-Maldonado |
| Senior Creative | Juan Carlos Gallardo |
| Photography / Illustration | Luis Felipe Cisneros |
| Creative Director | Moisés Urrutia |
| Photography / Illustration | Fabrizzio Hidalgo |