On August 13, over 100,000 people gathered in Peru to protest violence against women. They shouted slogans like, “You touch one, you touch all of us,” as they marched through the streets for the “#NiUnaMenos” or “Not One Less” movement. In show of support, the Grupo el Comercio-owned newspaper, Peru 21, turned the front and back pages of their newspapers into large signs that protesters could grab off newsstands and carry through the streets.
Peru 21, one of the most prominent newspapers in the country, worked with ad agency McCann Lima to convert the pages to feature bright pink signs with phrases like “To be silent is to be an accomplice,” “Nobody has the right to touch you,” and “Violence is not love.” The slogans displayed on the signs came from actual victims of physical and sexual violence, some of the 32-percent of Peruvian women.
The protest was the first major demonstration for women’s rights in Peru and is part of the “#NiUnaMenos” movement that has taken hold of Latin America over the past year. Marches have taken places in countries from Argentina to Mexico, a country where physical and sexual violence claims the lives of six women on a daily basis.
The movement is a big deal for Latin American countries. Over half of the 25 countries that have the highest femicide rates come from Latin America and the Caribbean, where most of the murders go unsolved. In Peru alone, an average of 16 women are raped every day. Hoping to change this alarming statistic is why the Peruvian newspaper wanted to get involved.
“Peru 21 is a newspaper that aims to give Peruvians a voice in social matters, taking an important role in positive social changes. By embracing this idea, they became an active tool for protesters to be heard even louder,” says general creative director at McCann Lima, Mauricio Fernandez Maldonado.