This Newspaper Turned Its Front and Back Pages Into an Anti-Violence Protest Sign
Angela Natividad - Adweek
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September 15, 2016
McCann Lima makes Peru 21 front page a protest sign to defend women (McCann Worldgroup Latam)
Have you ever heard what people say about Latinos? They're intense, passionate and "macho" - a quality that's often seen as protective.
Obviously, these are stereotypes. Another side of the "Latin man" is that he can be sensitive and expressive. But embracing "machismo" for its good qualities, without examining the bad stuff, can have unpleasant cultural side effects - like controlling behavior, which can lead to femicide, not to mention relatively unpunished rape.
To show its support ahead of an Aug. 13 protest in Peru, Grupo el Comercio-owned newspaper Peru 21, one of the most popular papers in the country, tossed its cover pages into the ring. With help from McCann Lima, the paper converted its front and back pages into signs that protesters could grab off newsstands, flip open and carry in the streets.
Each featured a pink background with phrases like "Violence is not love," "To be silent is to be an accomplice," and "Nobody has the right to touch you." The slogans come from actual physical and sexual violence victims, which number 32 percent of Peruvian women.
The protest was a big deal for Peru - it was the first major rally for women's rights. But it's also one more ripple in a movement, "#NiUnaMenos" or "Not One Less," that's gained traction in Latin America over the past year. At its heart, it's a movement against machismo. Marches have spread from Argentina to Mexico, where six women are killed daily.
Of the 25 countries with the highest femicide rates, over half come from Latin America and the Caribbean. Most of the killings go unsolved. In Peru, where 16 women on average are apparently raped every day, the Aug. 13 march numbered about 100,000 people in multiple cities, shouting slogans like, "You touch one of us, you touch us all."
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