When it comes to squashing societal and cultural norms, beauty pageants aren't usually leading the charge. This year's Miss Peru pageant, however, took a turn from bikini sizes and toward a serious issue affecting the country.
The 23 contestants of Miss Peru 2018 used their platform onstage to discuss the widespread femicide happening in their country and beyond.
Femicide, known as "gender-based violence," is widespread in Peru, with more than 700 women killed between 2009 and 2015.
The effort goes hand-in-hand with an anti-violence feminist campaign called Ni Una Menos.
The movement began as an Argentine effort in 2015, but quickly spread to other Latin American countries. The campaign is a self-described "collective cry against machista violence."