Government´s Cut
Apreci
TBWA\Peru
The Challenge
Apreci—the Peruvian Association of Cinematographic Press—needed to raise awareness about a proposed law in Congress that would directly impact cinema by cutting financial aid for films addressing sensitive topics such as terrorism in Peru or LGBTQ+ themes, effectively acting as a form of censorship against Peruvian cinema.
The Solution
TBWA\Peru developed a strategy to raise mass media awareness about a proposed law in Congress that would censor Peruvian films.
To bring attention to the issue, the agency selected some of the most awarded and culturally significant films in Peruvian cinema, censored them according to the proposed law’s criteria, and exhibited them at a special event. The idea resonated immediately with the public.
TBWA\Peru also enlisted influential voices from the film industry to amplify the message, generating widespread buzz.
Watch the Case Study
The Results
The campaign sparked national conversation, earned major media coverage, and ultimately reached the attention of Congress itself. Searches for featured films spiked – “Días de Santiago” alone saw a 70% increase.
