Cruces x Rosas: Stain Soap

Ogilvy México, together with Cruces X Rosas, a civil association and digital community that provides content and tools for women victims of gender-based violence, present a campaign with a powerful message that seeks to make the entire society visible and raise awareness throughout society about the importance of getting involved before violence suffered by women in Mexico.
Over the past two years, the numbers of gender – based violence in México have been increasing significantly. According to the Executive Secretariat of the National Public Security System (SESNSP), 10 women are murdered in the country every day, and according to figures from the National Citizen Observatory of Femicide, 357 women have been reported missing so far in 2022 in México.

During March and April, in commemoration of International Women's Day, we created "Stain Soap", the first soap shaped like silhouettes of women victims of some type of violence, a soap that does not wash hands, stains them violet. We invite dozens of opinion leaders and influencers to be part of this initiative by sharing this symbol with them to start a conversation about gender violence in México, thus recognizing that we can all help and get involved in this social problem, because the first step is to talk about it.

"Gender violence is such a normalized problem that in order to generate great changes it is necessary to have an arsenal of creative ideas and people who join in to weaken it. #NoTeLavesLasManos is an initiative that from a completely different angle appeals to that struggle. I appreciate all the love and effort that was made to make it happen " said Tatiana Rico, Cruces x Rosas co-founder.

Gender-based violence has various ways of manifesting itself, not only through physical aggression, but also through misogenic comments, harassment, insults or various acts of inequality.

“Stain Soap is an idea that aims to educate, but above all, invite society to speak up and denounce these normalized cases of violence. The best way to face the problem is to be united, breaking the barrier of fear. 90% of women do not report a complaint because we do not have the courage to go against our aggressors” commented Jessica Apellaniz, CCO of Ogilvy México & LATAM .