From the MyMama Entertainment casting, Rafaela Carvalho directed ‘Rompamos el Ciclo’
In Mexico, almost 70% of women have experienced some type of gender-based violence. To raise awareness about this more than worrying number, Ruffles teamed up with BBD Perfect Storm and the NGOs Red Nacional de Refugios, and Gendes for ‘Rompamos el Ciclo’ (Break the Cycle).
Directed by Brazilian Rafaela Carvalho, who is part of the casting of directors at MyMama Entertainment, the campaign shows how young people exposed to environments of domestic violence in childhood tend to perpetuate abuse within the family as adults.
“This cycle of violence, which does not necessarily have to be physical, has been passed down from generation to generation. So, being part of a campaign that brings up the discussion of this social echo makes a lot of sense to me, being a woman, director and concerned about the path that the next generations will follow”, says Rafaela.
The campaign was filmed in Mexico City, produced by Wabi Mxico and broadcast on YouTube. The script, developed by Cory Eisentraut and Robyn Bowman, from BBD Perfect Storm, was in collaboration with the director.
