A DANGEROUS PROBLEM

Mexico has a serious problem with violence against women. As one of the country’s biggest brands, Ruffles knew they could help. But rather than just talking about the problem, Ruffles aimed to create a positive behaviour change.

FUELLED BY TOXIC MASCULINITY

Through a combination of machismo behaviour passed down from older generations and sexist gender roles and attitudes, men in Mexico are taught to be violent. By highlighting this learned behaviour, we inspired this current generation to break the cycle. Instead of vilifying the perpetrators and pushing them away, our message pulled men in and motivated them to change.

INSPIRING

CHANGE

Our campaign has become a revolution. In the first two months, our launch film had over 42M views and 73 of Mexico’s largest news outlets covered our campaign creating another 45M organic impressions. But best of all, one of our charity partners, Gendes saw a 112% lift in calls from men looking to change their behaviour.