Baja officials use tortilla packaging to prevent violence against women

Shops in Tijuana and Mexicali are first to participate in campaign

TIJUANA.- "Campaña de Papel Tortilla" (Tortilla wrapping paper campaign) is the name of a new public awareness campaign carried out by the Baja California state government aimed at raising awareness among female homemakers about the issue of domestic abuse and overall violence against women.

The campaign is a collaborative work between the Baja California Women Institute (INMUJER) and the ad agency ZUMA INC, said INMUJER director Alfa Peñaloza Valdez.

Peñaloza called the campaign interesting because of the way the tortilla wrapping paper is used to print messages and helpful information about stopping and preventing violence against women, at home or anywhere else. "Speaking up can save your life" says the message on the paper, adding contact information information of INMUJER's offices in Tijuana and Mexicali, where women can find support.

Alfa Peñaloza
Alfa Peñaloza

The director noted that helping women with violence and abuse is fundamentally important for Governor Kiko Vega, and has called for looking into other ways the campaign can reach an even larger audience and other communities.

"What we are trying to do through this strategy is to reach more citizens, and tortillas are a common food that the majority of people eat, so it is a practical way of getting the message out, so, we worked with 67 tortilla ships in Tijuana and Mexicali", detailed Peñaloza.

Specifically in Tijuana, they focused on shops located in low-income neighborhoods like El Pípila, Nueva Tijuana, Mariano Matamoros, Villas del Campo, El Florido, as well as in housing developments like Villa Fontana and Lomas Virreyes, among others.

She added that this is the first time that INMUJER adopts this type of collaborative work squeme, and that they wish to continue implementing and expanding it to the rest of the state.

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Editorial@sandiegored.com

jose.sanchez@sandiegored.com

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