Approximately 65,000 Ecuadorians aged 12 to 20 are involved in gangs.
We needed to craft a campaign to prevent this from happening.
To get into their minds, and show them that joining these gangs sounds tempting,
it also has consequences they are overlooking.
We used something our target loves that might bring them negative consequences:
sweets.
Art Director: Ana Cornejo Strategic Planner: María Paula Mera
