San Juan - Reported cases of domestic violence in Puerto Rico grew 16% in 2011, but citizens and victims are usually too scared to ask for help.
In conjunction with client United Way (Fondos Unidos de Puerto Rico), Badillo Nazca Saatchi & Saatchi created a website focused on giving abused people the necessary tools and resources in order to ask for help anonymously - entreparedes.org
To raise awareness of the website's launch of the website, the agency used a global form of art commonly used to express love: graffiti.
Giant stickers using the phrases "Ana te amo / Ana I love You" and "María te amo / Maria I love You" were strategically placed in locations with high pedestrian traffic. Approaching the graffiti uncovered the reality behind the expressions of affection: the letters were composed of an endlessly repeated phrase: "I hit you" or "I insult you".
Below the messages, onlookers could make sense of the disturbing graffiti through a small sign that read: Abuse is hidden, along with the website URL.
In the period immediately after the launch the website received 23,000 visits, with 1,900 people requesting help directly.