In Peru, 15 out of 100 girls under the age of 18 become mothers, or are currently pregnant, according to UNFPA, The United Nations Fund for Populations.

That’s a problem.

For the country of Peru, and Peru’s office of Save The Children, it’s a problem that has received very little awareness, and the country’s culture promotes avoiding the subject.

Peruvian schools, even colleges and universities, do not provide any courses that address sex education. Education that prevents pregnancy is more or less missing from the entire national conversation.

McCann Lima, in partnership with Save The Children Peru, saw an opportunity to confront the issue of underage pregnancy by using the subjects of math and language to make the message palatable to Peruvians and engage them in absorbing its learning.

McCann Lima created a website that presents “real problems” for parents to read that appear to be maths and language comprehension exercises. They are, but they develop maths and language skills by also addressing the issues around underage pregnancy.

McCann’s website presents 16 problems (10 math and 6 verbal/language) that are simple exercises parents can use to engage their children sexual education.

Launched on October 11 in Peru, to coincide with The International Day of the Girl, the site is supported by social media initiatives, public relations and other platforms.

One online video produced by McCann Lima, features a young girl (an actress, made up to look hugely pregnant) who interviews people on the street about the worst problems in Peru. None of the Peruvians approached mention teenage pregnancy as a problem.

Credits:

Agency: McCann Peru

Creative executive vice presidents: Mauricio Fernández, Maldonado C. & Christian Caldwell
Creative director: Yasu Arakaki
Creatives: Gerardo Ramos, Ricardo Aranibar, Mauricio Fernández & Maldonado C.
Atendimento: Andrea Paz & Jhonatan De La Cruz