SLIDE 1

Hi everyone, my name is Flavia Chuquipoma and I will present to you guys

a Campaign made by Everlast in 2014 and 2015 in my country Peru. This
campaign was created to stop street harassment but before talking about
the problem I will tell you some facts about Everlast. Everlast as you may
all know is an American brand created on 1910 and they opened their first
store in Peru in 2009. Nowadays they have 2 own stores and 20 sell points.

SLIDE 2
Let’s start talking about the problem. As you can see 7 of 10 women in
Peru have suffered from Street Harassment, and 55% of people in Lima
consider Peruvian society to be sexist. This numbers are from 2013 when
the problem was increasing, and nobody was doing anything not even the
government. We didn't have any law or organization supporting us.
SLIDE 3
but what exactly is street harassment? Well many things can be
considered street harassment. Like unwanted comments, gestures,
actions forced on a stranger in a public place without their consent.

SLIDE 4
Why and What Everlast decided to do something about street
harassment? Well everything started with an incident that happened in
2013 when a well-known Peruvian actress was the victim of sexual
harassment while she was commuting on public transportation and she
posted on her Facebook about it so it became a national topic even
though it was something that happened to almost all of Peruvian women.

This incident made Everlast Peru take a closer look at sexual harassment
on the streets. They decided to engage in the fight for women’s rights.
They had an issue and they made their purpose they wanted to create
awareness about the topic but also, they wanted people to look at the
brand as a brand who cares about women.
SLIDE 5
They wanted to present their products using the image of a strong women
but above all it was important to target athletes that is why they choose
Natalia Malaga, she was a professional volleyball player and a famous
volleyball coach. She was chosen woman of the year on 2013 so they
made a good choice.

SLIDE 6
They started with a campaign called The Big Punch in 2014, in which
women drivers who were being harassed by men could tweet their
location and Natalia Malaga will punch their cars with her own giant
boxing-glove car. The results?

SLIDE 7
In terms of impact, brand awareness and sales were really good, but the
impacts were not all good, some people reacted saying that it was not the
correct way to face violence problem with more violence.
SALIDE 8
The next attempt they had was in 2015 with the campaign called
"Whistling at your mom" . the video purports to show how some men who
whistle and make sexist comments on the streets were tricked by a film
team.

SLIDE 9
The team played out dressing the abusers' mothers differently and
disguising them. waiting for the men to start catcalling so the mothers will
start confronting them.

SLIDE 10
Even when they were caught, they were still putting excuses. and
meanwhile Natalia was giving comments about what she was watching
SLIDE 11

At the end of the video they used these phrase "if you harass women
don't wait for us to get you to harass your own mother to start respecting
them" and the call to action was to encourage people to share the video
so the message will get to all stalkers around us.

SLIDE 12

The video went viral in Peru thanks to the multi-stakeholders. The

protagonist sharing about the campaign in their social media, the news,
some NGO's and influencers. Then some leaders of opinion started to
react even the president talked about it. So that is how in started to
appear in the news of people from other countries.
SLIDE 13

The results? 3 million views on YouTube the first week, more than 53
million reactions only on twitter an many mentions in influential media of
Mexico, Ecuador, Chile and many other countries. And finally, after a
couple of months from presenting the campaign, the congress of Peru
approved the law 30314 to prevent and punish sexual harassment in
public spaces.

SLIDE 14

Both of the campaigns are here if you want to see it, I recommend
watching the second video because it has English subtitles.