United Way of Puerto Rico
An advertising campaign becomes a truce.
United Way of Puerto Rico improves lives by mobilizing the caring power of communities to create lasting change. One of the toughest issues faced every year is stray bullets as a result of the New Years Eve celebration. This unusual behavior needed an unconventional approach.
Twenty-four children saved their lives by announcing their deaths to their communities.
Four bullets confronted criminals on social media and lured them into our campaign.