Break The Cycle
Pepsi Mexico | Ruffles

Mexico has a very serious problem with violence against women. Having contributed to the problem in the past with sexist advertising that perpetuated dangerous stereotypes, Ruffles and their parent company, Pepsico wanted to contribute to the solution. With Rompamos el Ciclo, (Break the Cycle) we reached out to men in Mexico and showed that they were caught in a cycle of violence and that they had the power to be the first generation to break it. We then drove attention and donations to the two largest not-for-profits making a difference in this important issue: Red Nacional de Refugeos and Gendes.

By bringing men into this discussion, rather than simply vilifying them has had a massive response. Calls and donations are up dramatically for both charities, with Gendes reporting a 112% lift in calls from men looking to control their anger.

Creative Collaborators:
Robyn Bowman: Copywriter
Karl Gilbert: Art Director