The Mexican beer brand Tecate has launched a new advertising campaign calling attention to violence against women.
The television commercial shows the gates of a store closing shut on a man who earlier left a woman crouched and apparently weeping.
Their campaign, “A Mexico without violence against women,” comes at a time when Mexico has seen a rise in reports of violent crimes against women, giving birth to a wave of activism.
“With this ad, Tecate makes history and becomes the very first beer brand to tell men: If you don’t know how to treat women, you don’t deserve a Tecate,” Leandro Berrone, vice president of marketing at CM/Heineken beer Mexico said in a statement.
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For a November 2015 International Day for the Elimination of Violence Against Women report, Mexico’s National Institute of Statistics and Geography found that 68 of every 100 women ages 30 to 39 years old said they were victims of violence.
“Women are the ones facing this battle, not only as victims and waiting to be saved, but it’s important to inform the public that the women are the ones leading this change,” Laura Garcia, director of Semillas: Mexican Society for the Rights of Women said. She added that her organization applauds what Tecate is trying to do, because up until now it has typically sexualized and stereotyped women.
The campaign was launched Tuesday with the help of the federal government and the independent National Network of Shelters.
“The fight against violence has a lot more characteristics than if you do or don’t drink beer,” David Lopez, area coordinator of ADIVAC, the Association for Integral Development of Rape Victims said. “I’m surprised that Tecate would want to do something like this because their commercials are usually the opposite, we would have to see how the campaign carries out.”