At LF Channel, we are delighted to announce that we have been recognized at the 2024 Summit Creative Awards in the Social Change category for our #SacaPecho campaign. This campaign was designed for Calala, a fund that promotes women’s rights through financial resources, training, and support for women’s groups in Spain and Central America, an organization with which we have closely collaborated for many years.
‘We are very proud of the recognitions received for this campaign and, especially, of having been able to contribute to the role of work resulting from the struggles of feminist movements, inviting everyone to take pride in the mothers, grandmothers, and women who made these advances possible. These awards are a testament to the impact we aim to achieve with our work, strategic thinking, innovation, creativity, and the incredible culture of excellence we have built among all the people who are part of LF Channel,’ explains Joel Márquez, Director of Consumer and Lifestyle Communications at LF Channel.
Proud of women and “Sacando Pecho”
To facilitate the transmission and understanding of the message, the LF Channel team launched a communication campaign under the slogan #SacaPecho. With this uniquely Spanish expression, a battle cry was adopted to give voice to feminist contributions, showing the world how the rights that are now pillars of our societies were driven and conquered, in most cases, by women’s groups after a hard-fought battle. The main message of the #SacaPecho campaign is pride, understood as the feeling of satisfaction towards something personal or close that is considered worthy.
To bring the #SacaPecho concept to life, a 360º campaign was conducted featuring the influencer Afropoderossa, known for her anti-racist, feminist, and LGBTQ+ activism. Afropoderossa narrates various everyday scenes of the feminist struggle, portrayed by real women from groups supported by Calala. Additionally, illustrator Laura Watcher created a powerful image for the campaign, depicting the protagonists as superheroes with flames coming out of their chests, symbolizing their fight and strength.
The execution of the campaign relied on different tactics to maximize its impact. Videos were produced featuring Afropoderossa as the central figure, as well as shorter pieces for social media, complemented by both online and offline advertising. Ads were also created for platforms like Meta Ads and Google Ads, along with outdoor advertising in key cities such as Madrid, Barcelona, and Bilbao. Although working with non-professional participants was a challenge, the result was an authentic and emotional representation of the feminist struggle.
‘The key messages of this campaign were supported by two investigations on the contribution of the feminist movement and women to human rights, and their current financial situation, which gave the campaign narrative an objective and truthful focus on reality. Without a doubt, the joint work we did with LF Channel to find clear language for all audiences, attractive visuals, and solid arguments was one of the great challenges we shared and from which we learned together,’ comments Alejandra Morales, Director of Communications and Strategic Alliances at Calala Women’s Fund.
The same campaign has also recently been recognized as a finalist at the prestigious IPRA awards, organized by the International Public Relations Association.
