Morning After Island

Grupo Estratégico PAE / Ogilvy Honduras / Tegucigalpa + 14 al Centro Latam / Tegucigalpa
CREARCHIVE Score
295.1
Grupo Estratégico PAEMorning After Island2023
Case Film
BrandGrupo Estratégico PAE
AgencyOgilvy Honduras / Tegucigalpa + 14 al Centro Latam / Tegucigalpa
Award ShowThe One Show
CategoryCultural Driver
Year2023
CountryUnknown
Description

About the Work 13 years ago, Honduras became the only country in Latin America to ban the morning after pill. Already one of the most conservative countries in the region, this single act represented a massive step backwards for women’s rights and wellbeing, with predictable results: Since then, 330,000 underage girls have become mothers. Today, one out of every four Honduran women and girls will become pregnant before turning 18, fully half raped by the men closest to them. GE PAE is an NGO that has fought for over a decade to repeal the prohibition, facing serious headwinds: no media budget, no support from the private sector, zero institutionalized sexual health education , and a conservative national media allied with the same religious leaders that call them murderers. How could we provide a solution for desperate women, without risking their freedom? In the end, the insight was simple: if our rights are denied in our own homeland, why not go where no government or establishment has the power to stop us— international waters. So came the idea for Morning After Island. A platform to take the pill without fear of prosecution, to raise our voices, be seen and heard by the world, with no one to silence us. Where we could build support and pressure our government for change. We built the platform and scheduled regular voyages free of cost to any woman who needed the pill. We then produced the first short video with a female rights activist. Less than a week after launch, influencers from the US to Argentina to India were calling on their millions of followers to show their support. This initial virality earned coverage from CNN International; from there, the momentum became unstoppable. We’d achieved our main goal: this issue could no longer be silenced by traditional Honduran media or its government officials. The President invited GEPAE to a formal meeting on International Woman’s Day, where they discussed the issue of the morning after pill. Simultaneously, Congress met to discuss the many additional problems facing Honduran women. As a result, in October, the health minister announced that the use of the morning-after pill will be authorized for rape victims. https://tinyurl.com/mr3fmxn8

Awards
  • • The One Show — Popular Culture Impact — Gold Pencil
  • • Clio Awards — Direct / Experience/Activation — Grand Clio
  • • Clio Awards — Out of Home / Ambient — Grand Clio
  • • Clio Awards — Public Relations / Public Affairs — Grand Clio
  • • Clio Awards — Creative Effectiveness / National — Gold
  • • Clio Awards — Experience/Activation / Guerrilla — Gold
  • • Clio Awards — Public Relations / Cause Related — Gold
Credits
AgencyOgilvy Honduras / Tegucigalpa
EditorDonaldo Argueta
DirectorJulián Maira
CopywriterAngel Barahona
Head of PRJimena Andino
Account DirectorEricka Coello
Head of StrategyAlan Cruz
Creative DirectorCésar ChinchillaSebastián BulloriniWanda Cálix
Production Company14 al Centro Latam / Tegucigalpa
Chief Creative OfficerJéssica ApellánizLiz Taylor
Head of CommunicationsEdgardo Melgar
Chief Executive OfficerEduardo Ching
Executive Creative DirectorAndrés Villalobos
Global Director of Creative ExcellenceHarley Saftler
Regional Director of Creative ExcellenceAdriana Weinberg
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