The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
TV, VOD, & Online / Over 90 Seconds - Single
Annual ID
OS25_FI029B
Background
In Mexico, 70.1% of women over the age of 15 have experienced violence at some point, and between 10 and 11 women are murdered daily, according to INEGI. This violence includes school bullying, domestic abuse, and femicides, rooted in a cultural context of machismo and gender inequality. Girls face extreme vulnerability, with a significantly higher likelihood of experiencing violence than boys. Impunity perpetuates a cycle that hinders their development, safety, and future opportunities.
Creative Idea
In Mexico gender-based violence is a structural crisis with 10 women murdered daily, one a minor. Girls, in particular, are in an extremely vulnerable position. Simply because they are female, they are twice as likely to experience violence as boys.
The idea tells the story of a girl who, in order to escape daily violence and harassment, decides to disguise herself as a boy. This decision reflects a harsh reality in Mexico, where girls are twice as likely to experience violence compared to boys.
The idea tells the story of a girl who, in order to escape daily violence and harassment, decides to disguise herself as a boy. This decision reflects a harsh reality in Mexico, where girls are twice as likely to experience violence compared to boys.
Insights & Strategy
The FER campaign was built on a powerful insight: In Mexico, girls are twice as likely to experience violence compared to boys, and many are forced to change their behavior, appearance, or identity just to survive. This insight shaped a strategy that combined emotional storytelling, digital amplification, and social mobilization to raise awareness and drive real action.
Key Insights
-Violence Shapes Identity: Many girls in vulnerable communities modify how they dress, speak, or move to avoid harassment and violence. FER captures this harsh reality through a deeply personal story.
-Awareness Alone is Not Enough: While visibility is crucial, the campaign needed to activate audiences beyond just sharing content. It had to drive engagement, resource downloads, and petitions.
Empathy Triggers Action: Research showed that people are more likely to act when emotionally moved rather than presented with statistics alone. This shaped the cinematic, character-driven approach.
Strategy
Narrative Power: Instead of a traditional awareness PSA, the campaign focused on a visually striking, emotionally resonant film that immerses viewers in Fernanda’s journey.
Digital-First Approach: Recognizing that younger audiences and activists engage online, the campaign prioritized social media distribution, paid amplification, and digital petitions.
Actionable Outcomes: To turn awareness into action, the campaign encouraged audiences to sign petitions, download educational materials, and support the cause financially.
Strategic Partnerships: Collaborating with Save the Children Mexico and media outlets ensured that the message reached policymakers and institutions, adding credibility and increasing its impact.
Key Insights
-Violence Shapes Identity: Many girls in vulnerable communities modify how they dress, speak, or move to avoid harassment and violence. FER captures this harsh reality through a deeply personal story.
-Awareness Alone is Not Enough: While visibility is crucial, the campaign needed to activate audiences beyond just sharing content. It had to drive engagement, resource downloads, and petitions.
Empathy Triggers Action: Research showed that people are more likely to act when emotionally moved rather than presented with statistics alone. This shaped the cinematic, character-driven approach.
Strategy
Narrative Power: Instead of a traditional awareness PSA, the campaign focused on a visually striking, emotionally resonant film that immerses viewers in Fernanda’s journey.
Digital-First Approach: Recognizing that younger audiences and activists engage online, the campaign prioritized social media distribution, paid amplification, and digital petitions.
Actionable Outcomes: To turn awareness into action, the campaign encouraged audiences to sign petitions, download educational materials, and support the cause financially.
Strategic Partnerships: Collaborating with Save the Children Mexico and media outlets ensured that the message reached policymakers and institutions, adding credibility and increasing its impact.
Execution
The execution of FER was meticulously crafted to balance raw realism with emotional depth, ensuring that the message resonated deeply with audiences.
Results
The FER campaign achieved remarkable impact, transforming awareness into tangible action.
Reach & Awareness
5.98 million people reached in just two months, amplifying the urgency of gender-based violence.
2.78 million video views, with 82% from paid promotion, maximizing visibility.
Engagement & Response
32,909 total interactions (likes, shares, comments), proving strong emotional resonance.
8,474 likes, showing audience support and connection with the story.
4,749 petition signatures, demonstrating mobilization beyond awareness.
Action & Conversion
4,429 downloads of the Self-Care Guide, equipping individuals with protective tools.
889 downloads of the annual report, strengthening advocacy efforts.
25 new donors, converting engagement into direct financial support.
Efficiency & Impact
Achieved on an optimized budget of $119,397 MXN, proving high cost efficiency.
$0.02 MXN per reach and $0.05 MXN per video view, demonstrating strategic resource allocation.
Conclusion
With millions reached, high engagement, and real-world action, FER successfully raised awareness, inspired dialogue, and drove tangible impact. More than just a campaign, it became a catalyst for change, proving that storytelling can be a force for measurable and lasting social transformation.
Reach & Awareness
5.98 million people reached in just two months, amplifying the urgency of gender-based violence.
2.78 million video views, with 82% from paid promotion, maximizing visibility.
Engagement & Response
32,909 total interactions (likes, shares, comments), proving strong emotional resonance.
8,474 likes, showing audience support and connection with the story.
4,749 petition signatures, demonstrating mobilization beyond awareness.
Action & Conversion
4,429 downloads of the Self-Care Guide, equipping individuals with protective tools.
889 downloads of the annual report, strengthening advocacy efforts.
25 new donors, converting engagement into direct financial support.
Efficiency & Impact
Achieved on an optimized budget of $119,397 MXN, proving high cost efficiency.
$0.02 MXN per reach and $0.05 MXN per video view, demonstrating strategic resource allocation.
Conclusion
With millions reached, high engagement, and real-world action, FER successfully raised awareness, inspired dialogue, and drove tangible impact. More than just a campaign, it became a catalyst for change, proving that storytelling can be a force for measurable and lasting social transformation.
2025 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
( anónimo ) / Ciudad de México
( anónimo ) / Bogotá D.C.
Production Company
CATATONIA / Mexico City
Music / Sound Production Company
Audios Estudio Shalala
Post Production Company
Fantastic Post
Animator
Isaac Téllez
Art Director
Edgar Garín
Chief Creative Officer
Juan José Posada
Chief Marketing Officer
Begoña Laviña
Copywriter
Brenda De La Cruz
Creative Director
Dilton Valdivia
Piero Roncall
Director
Laura Baumeister
Director of Photography
José Grimaldo
Group Creative Director
Fernando Parra
Rodrigo "Coco" Casas
Photographer
Diego Arrigoni
Producer
Claudia Paz
Executive Producer
Alfonso Sánchez
Encarna Moreno
Art Assistant
Fernanda Carballo
Casting
Meraqui Pradis
Color Design
Alex Del Pilar
Director Account
Julieta De La Fuente
Director Integration
Sergio Villalobos
Director Production
Aida Garatea
Edit / Sound
Jean Peña
Sergio Azoños
First Assistant Director
Teresa Martinez
Mix design
Ernesto Barraza
Music
Orlando Salinas
Original Music
Lalo Carrillo
Owner / Creative Director
Hari Sama
Postproduction
Carlos Cervantes
Isaac Téllez
President
Raul Cardos
Production
André Avilés
Andrés Cobos
Gonzálos Vázquez
Javier Peralta
Production director
Verónica Valadez
Production Manager
Daniel Balanzario
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