Impact

Morelia en Negro

Problem Statement

in Mexico, more than 62% of women of 15 years of age or older have suffered some type of violence throughout their lives in public and private spaces. 99% of harassment cases are carried out by men and are carried out mainly on public roads. Michoacán is the third state with the highest violence against women in Mexico. Therefore, we aim to make society visible and aware of this culture of violence against women in Morelia, creating environments free of sexist violence.

Target Group

Mexican women, specifically in Morelia and sexual harassers.


Proposed Solution:

The Global Shapers Morelia Hub proposes to collaborate with local businesses to make them part of the project Morelia en Negro, placing posters in black as implemented by the Galicia campaign, in order to generate indirect awareness about gender violence and acts that affect the integrity of women to create a space free of sexist violence.

Hub Activities:


  • Train and teach Morelia Hub members about the different forms of gender violence, through talks with an expert on feminism.

  • Talk to the person in charge of the En Negro Contra as Violencias movement in Galicia (Spain): Uqui Permui.

  • Make the adhesion / collaboration agreement on the official website.

  • Determine the area or zone of Morelia to conduct the project (central zone)

  • Consequently determine the number of businesses, be it restaurants, bars, cafes, among others; and determine which ones to specifically target

  • Download and produce personalized material (also indicating the Hub in a brand or logo)

  • Carry out the coordination and agreement with local businesses already determined (10 minimum)


  • Make campaigns via social networks - https://www.instagram.com/moreliaennegro/

  • Review the project and find a way to follow up.

  • Conduct a feedback round and final evaluation.

Short & Long-Term Goals/Results:


  • Reduction of gender based violence in impacted places

  • Greater awareness of gender violence in our city through the publications of dedicated posters in selected businesses

  • Create a work environment with inclusion and gender equity

  • Sensitize Morelia Hub members about gender violence through talks with experts

  • De-normalize the situations of violence against women that prevail in the city

Available Metrics


  • 12 local businesses impacted

  • Around 110 people who work in local businesses participating in the project

  • Around 1,500 people reached per week in local businesses (clients)

  • More than 350 followers on Instagram and Facebook

  • More than 6,500 visits and interactions in videos, direct and publications on social networks

  • In total, more than 18,000 people exposed to the campaign in two months, since the posters have been published

In this moment, the project is under execution and we are measuring every day our impact, and we are calculating the KPI’s established. We will update it once this stage finishes.


Collaborators


  • En Negro Contra as Violencias (Galicia, Spain)

  • Feminist collectives: Colectivas Ellas, Libres Morelia, Amnistía Internacional Michoacán

  • Expert on gender violence: M.F.C neri Aidee Escorcia Ramírez.

  • Local businesses participating in the project: Patchá Restaurant, La Bru Pub, Adana restaurant, La Cochera Vegana Restaurant, Cervecería Morelos, La Casona de las Rosas Restaurant, Viandante Restaurant, Gato Sordo restaurant, Tras Patio Coffee and Library Shop, Mala Vida Restaurant, Azafranes Morelia Restaurant, Daily Pick Restaurant

  • San Juan Hub: Puerto Rico en Negro.

Project by

Morelia Hub