Research suggests that 70% of abused children will in turn abuse their own children when they become parents. Y&R Mexico created the Break The Cycle campaign for Save the Children in 2012 to raise awareness of the issue and help stop this vicious circle.
The campaign – which featured on TV, out-of-home and in print – won numerous awards including a Gold and Silver Cannes Lion. Since its launch, donations to Save the Children have increased by 23%. The pro bono campaign was worth $90,000 of agency time.