A social action project aiming to promote gender equality and serve as motivation for women in their everyday lives.
The first stage of the project started with the release of two video spots and the launch of www.doylacara.com, to engage both television viewers and internet users. We developed the site so that users could view all photos uploaded with the #doylacara hashtag. Users were asked to represent the most important woman in their lives and stand up against gender inequality.
Twitter and Instagram were the most active networks for this campaign, resulting in the publication of more than 5,000 photos uploaded to the official website, 9,000 hashtag mentions, three trending topics and more than 21,000 page views.