Alfonso Cuarón’s Oscar-winning film Roma was more than just a movie. Roma came out in 2018, but it’s still having an effect on the lives of domestic workers today, thanks in part to Participant, a film production company that combines art and activism to inspire social change. Working with advocacy organizations including the National Domestic Workers Alliance (NDWA) and CACEH, Participant carried out a campaign to try to create real social impact - extending the movie into real life- by helping secure protections for domestic workers in Mexico.

CACEH worked closely with Participant, Wieden + Kennedy, Rodrigo and Alfonso Cuarón to donate the PSA to the IMSS of Mexico. We concepted & produced a PSA, which helped raise awareness and inform the public about the pilot program that the IMSS created to bring social security benefits to domestic workers. Furthermore, the campaign also aimed to sensitize employers to recognize the rights of their workers and help them in their registration process to the pilot program.

After the IMSS reviewed the first cut of the edit, they were inspired to move the pilot social security program into the final stages of becoming a permanent benefit.