After a nearly 17-year long dictatorship, the Chilean public was given the opportunity to vote on the future of the country in a national plebiscite. The two options posed were whether the public would like Pinochet to continue ruling for another eight years – this was known as the “Sí” (yes) vote-- or if it was time to reinstate democratic elections – known as the “No”vote. In this historic plebiscite, the “No” vote won as an astonishing 55 percent of the public indicated their desire to return to democracy.

Many regarded advertising campaigns as a decisive factor in the outcome of the plebiscite. Adertising for the “Sí” vote tried to stir up fear that Chile would return to pre-coup economic and social turmoil, while the “No” campaign used a rainbow logo and catchy slogan – “la alegría ya viene" (joy is on the way) – to encourage hope and optimism for the future of a democratic Chile.