Ponte La Tuya
We created an educational campaign through an initiative organized and led by the Socioeconomic and Community Development Office together with non-profit entities with the objective of educating and creating the new habit of using face masks during Covid-19.
CHALLENGE:
As a result of COVID-19, we needed to impact the culture and create awareness about the importance of wearing masks and the need to maintain social distancing. A change in behavior that had to be immediate, create solidarity and stimulate the economy during confinement.
IDEA:
#PONTELATUYA. A social movement that educated and saved lives, as well as a platform - www.pontelatuva.com - for local artisans to earn money through the sale of uniquely designed masks.
RESULTS:
A simple call to action became part of the culture, went beyond public relations to impact the United States, Central and South America and even Europe, and helped save countless lives.