In this guest post, Marta Mensa writes on machismo culture and gender violence in Latin America, and argues that advertisements for social campaigns against gender violence should be carefully designed.
Latin America is one of the continents with the highest rate of violence against women. The most extreme form of this crime is called femicide, the murder of a woman for the fact that she is a woman. Advertising can be a good tool to reduce this violence, but social campaigns have portrayed women as victims and not as empowered. Unfortunately, Latin American advertisements for social campaigns reinforce the idea that women need protection, which is used as an excuse for machismo to control them.