"The best religion", the New Campaign of International Amnesty and Havas Group Peru

Feb. 16, 2023

Currently in Peru it is not possible to marry between the same gender, neither civilly nor religiously. The latter is the one that presents the greatest barriers since Peru is a very conservative country. 

International Amnesty together with Havas Peru, and with the aim of supporting the bill to legalize equal marriage, created the campaign "The best religion is love", to communicate that love (represented by the colors of pride) was, is and will be in the place where sometimes doors are closed.

The graphic campaign shows striking images of various temples and churches crossed by the colors of pride, which are naturally formed by the effect of light entering through their characteristic stained-glass windows. 

Mauricio Fernandez Maldonado, Chief Creative Officer of Havas Group Peru commented:

"We find a paradox and a contradiction in this institution, which on the one hand proclaims love as a fundamental axis, but on the other hand presents rejection and judgment when love does not correspond to their way of thinking. Is love allowed only for some? We believe that love always finds a way to show itself, to break barriers and this time it did it too, as it always did."

 

The colors of pride were, are and will be present in every temple and church every time it is illuminated, as if it were a message that comes from heaven and seeks to remember that we are all equal and deserve to be happy.

The campaign consists of 6 motifs: La Catedral de la Inmaculada Concepción, La Catedral de Inmaculada Concepción and La Parroquia Virgen Milagrosa in Peru.  The Sagrada Familia in Spain, The Rose Mosque in Iran and The Thanksgiving Chapel in the USA. In each of them we demonstrate that love is the best religion.

As part of the campaign, International Amnesty and Havas Group Peru generated a conversation among passersby and visitors to the churches, thus helping the bill, which seeks to legalize equal marriage, to be debated again in Congress.