Maisa Foundation: Recipes Against Abuse

In Colombia, the lockdown due to COVID-19 lasted almost 2 years. During this time, reports for violence at home dropped, getting dangerously close to zero. This turned on the alarms because, according to statistics, the country has been one of the sexiest and most violent towards women in the last 70 years.
Agency: Ariadna Communications Group

With two of the most recognized chefs of the country we created a 45 minutes cooking Instagram LIVE that looked normal at first sight, but it actually 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 It Is Time To Do It. This signal alerted us of an abuse without calling the attention of the aggressors. After the LIVE, a specialized team from Maisa Foundation gave personalized legal orientation to the victim.