In 2016, Black Friday and the International Day for the Elimination of Violence against Women happened on the same day. Tiendas La Sirena, the biggest retailer store in the Dominican Republic, whom every year supports this social cause, faced a serious challenge standing between their most important day of sales of the year or making a powerful statement to shed light on this problem that affects thousands of Dominican Women. 

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Our strategy was risky and bold: Instead of going against the Black Friday frenzy, we hacked it, injecting our social message into one of our offers and provoking a conversation that made the Elimination of Violence Against Women the most talked about topic of that day.