Save the Children takes it to Fer

Save The Children – Fer

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Agency Anonimo/Mexico
Production Company Catatonia
Director Laura Baumeister

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Credits

powered by

Agency Anonimo/Mexico
Production Company Catatonia
Director Laura Baumeister
Executive Producer Veronica Valadez
Post Production Fantastic
Audio Shalala Studios
Creative Director Raul Cardos
Chief Creative Officer Juan Jose Posada

Group Creative Director Fernando Parra Sanchez
Group Creative Director Rodrigo Casas
Creative Director Piero Roncall
Creative Director Dilton Valdivia
Art Director Edgar Garin
Senior Copywriter Brenda De la Cruz
Head of Production (HP) Aida Garatea
Producer Claudia Paz

Editor Bruno Martinez
Executive Producer Encarna Moreno
Executive Producer Alfonso Sanchez
DP Jose Grimaldo
Editor Julian Sarmiento
Post Producer Isaac Tellez
Post Producer Carlos Cervantes
Colorist Alex del Pilar

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Scenes of gender-based violence and harassment are harrowing to stomach at the best of times, but when viewed through the eyes of a child, the images can hit altogether harder.

Such is the clever narrative device employed by Save The Children and Mexico City-based agency Anónimo for their latest short Fer; a moving tale of a youngster sent on errands, all the while surrounded by instances of antagonism and hostility.

Climaxing on a twist that we won't spoil here, the gorgeously shot yet emotionally heavy short from Catatonia director Laura Baumeister does a terrific job of providing a snapshot of an all too common issue, as well as delivering an emotional payoff that further drives the point home.

“In Mexico, 10 women are killed every day, and one of them will be underage," states Ivonne Piedras, Communications and Campaign Director at Save the Children. "These girls and adolescents face significant violence that infringes on their most basic rights. Urgent actions are needed to protect their lives and futures."

“Gender-based violence in Mexico is a structural issue that affects women from childhood," adds Julieta de la Fuente, Client Services Director at Anónimo. "With this campaign, we aim to open society’s eyes and emphasize the urgent need to take action to protect the country’s girls and women."

“This campaign is not just an audiovisual piece, but a call to action through donations. It’s incomprehensible that girls live their entire lives in fear simply because they are female," continues Rodrigo “Coco” Casas and Fernando Parra, Anónimo's Group Creative Directors.

"We must change the country's narrative.”