The Filterless Filter

Women in Latin America are fighting for legal abortion. On the streets, in the Congress and the media, people express their support wearing a scarf. Each country has its own design, and that’s helped women get support when needed. But when they are alone, this symbol turns them into a target for violent attacks. On May 28th, the International Day for Women’s Health, we launched a filter on Instagram with every Latin American scarf. So women across the continent could express their support for this law everywhere. Even where it wasn’t allowed. This personal project went viral in less than 24 hs in LATAM.

An infographic about a social media campaign promoting a green scarf symbol for legal abortion rights in Argentina. It features a woman wearing the scarf with a social media filter displayed on a smartphone. The campaign highlights reach, media earnings, and supporters with various logos and photos of supporters.
A smartphone displaying a Spanish news article about a green bandana filter on Instagram that supported legal abortion, with three women wearing green bandanas.
A smartphone displaying a tweet in Spanish with a selfie of a young woman wearing a green bandana. The tweet says, "I can't wear a mask at the office but they can't stop me from wearing a filter."

“I can’t use the green scarf at work,
but they can’t stop me from using a filter”

— @theinvisiblesea

Smartphone displaying news article about young people who created an Instagram filter featuring a green cloth for legal abortion, with three photos of young women wearing differently colored cloths.

CREDITS

Copywriter: Josefina Mateo Burton
Art Director and developer: Ezequiel Scarpini

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MEET THE BAKERS

Close-up of a calendar page with the date March 14 marked with a gold ring, and a yellow pencil underneath.

EST.

2018

Ideas Baked Proper Good

FRESHLY MADE EVERYDAY

FRESHLY MADE EVERY DAY · QUALITY FOR EXPORT · © ·

FRESHLY MADE EVERY DAY · QUALITY FOR EXPORT · © ·