Agency: Isobar
: Somos Fena / Market: Argentina

In 2021 every 22 hours saw a woman murdered in Argentina. To directly address this shocking statistic, dentsu Argentina created a campaign encouraging songwriters to consider how the messages in their lyrics could combat violence against women. “Hits Que Duelen” (Hits that Hurt) addresses sexist and misogynistic language in music, with a focus on the voices we hear and amplify. Isobar created the campaign for FENA, a non-profit organisation that addresses issues around symbolic violence in society from a gender perspective.

“There are songs that we sing without thinking about what they say and the violence of their words,” says Matías Martty, Creative Director of Isobar Argentina.

As part of International Women’s Day, FENA took the lyrics of popular songs and used them to write fake news stories about gender-based violence, publishing these stories in different national media.

The campaign triggered surprise and debate, with FENA’s reach on social media growing by 300%. The thought provoking and engaging campaign won the Grand Prix and two gold medals for Best Creative Campaign and Best Campaign for Social Good at ECHO Latam.