Fundación MAISA – Recipes Against Abuse

Recipes Against Abuse campaign by Maisa Foundation showed how to reach the victims of domestic violence without the aggressors being able to notice.

In Colombia, the lockdown due to COVID-19 lasted almost two years. During this time, home violence reports dropped, getting dangerously close to zero. This turned on the alarm because, according to statistics, the country has been among the sexiest and most violent towards women in the last 70 years.

With two of the most recognized chefs in the country, Maisa Foundation created 45 minutes cooking Instagram LIVE that looked normal at first sight. Still, it allowed women to make a secret report by adding to the recipe rosemary, parsley, or cilantro as a final ingredient and publishing a photo of the dish in a story with the hashtag #ItIsTimeToDoIt. This signal alerted us of abuse without calling the attention of the aggressors. After the LIVE, a specialized Maisa Foundation team gave the victim personalized legal orientation.

Credits
Client: Maisa Foundation (Fundación MAISA)
Advertising Agency: Ariadna Communications Group, Bogotá, Colombia
Campaign category: Public Interest, NGO, Health
Regional Chief Creative Officer: Andrés Riaño
Head of Art: Gabriel Perdomo
Creative Director: Samuel Torres
Senior Art Director: Sergio Vega
Art Director: Angie Giraldo
Copywriter: Andrés Riaño, Samuel Torres
Account Executive: Laura Cecilia Rodríguez
Production: Fishbowl Audiovisual
Film Director :Mateo Chávez, Camilo Báez
Post-production: La Combi Productions
Post-production director: Andrés Villegas
Editor and Animator: Jonathan Vargas
Sound Studio: Laika Studio
Sound Producer: Carlos Calvo