Natalia Ponce de Leon Foundation
The Last Mask / J. Walter Thompson Colombia
The Last Mask is a direct marketing idea that caused a massive PR movement aimed to rally a nation to make Natalias fight the countries fight by pressuring government to commit to this law and health institutions to provide the right care. The campaign kicked off with a direct message from Natalia Ponce herself, in the middle of the national press conference Natalia surprised everybody by taking off her mask for the first time in the public and in the national media. Handing her mask to the press and the nation asking them to wear it so this would be the last mask any Colombian women should have to wear. And that is exactly what everyone did and was creating one of the biggest PR movements in the country.