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Título: THE AD THAT MADE A CHANGE IN 24 HOURS
Agência: McCann Lima
Anunciante: Sociedad Peruana de Sindrome de Down

Diretor de criação: Christian Caldwell / Mauricio Fernandez Maldonado

Produtor da agência: Alonso Palomino

Redator:: Christian Caldwell / Carlos Banda

Sinopse: Before our campaign, in Perú, public and private schools used to place obstacles for down syndrome children in order for them to enroll.Amongst this obstacles there were increasing the tuition fee, charging a higher monthly fee or, simply, claiming there were no slots available.Without a doubt, year after year, this situation made it far more difficult for parents and children to find a place to study like any other children their age.That is why our goal was to get the Ministry of Education to protect children with special needs prior to the start of the school year.

Designer: Oscar Paredes

Diretor de Arte: Oscar Paredes

A situação:: We published an ad for a School on a newspaper with ridiculous requirements in order to enroll, like, for example, that applicants had to take an IQ test in order for the school to establish their monthly fee, amongst others.We knew people’s reaction to the ad was going to be huge, and anticipated an explosion in media and social media.Once the social outrage reached it’s higher point, we would launch a video on which different parents would explain that the School mentioned in the ad didn’t exist, but that the discrimination felt all around the country caused by that ad was the same discrimination they experienced year after year by the majority of schools in Peru, schools that often place obstacles in order to enroll children with Down Syndrome.

O objetivo:: our goal was to get the Ministry of Education to protect children with special needs prior to the start of the school year.

A estratégia:: The campaign simply consisted of two advertising materials: an ad published in Peru’s most important newspaper and a video launched in social media to unveil the campaign. The making of this two materials cost USD$50K, however, the media rebound of our action produced close to USD$500K in free media in only 24 hours, and, in that same timeframe, we got around one million impressions.Also, in about a week, we gathered approximately 2 hours of aired conversations on the subject of inclusion for children with Down syndrome on TV, and open radio.

Execução:: We published our ad on a Monday in the most read newspaper in Peru and we knew our team should be prepared because the media impact was going to be gigantic.And we weren’t wrong, the outrage we provoked was so great that we decided to unveil the campaign the very next day in the morning.As soon as our video was launched, explaining our campaign and telling the truth about the fake school we invented, we started calling the media in order to get a slot in their news programs to be able to make advantage of the momentum and discuss the subject of inclusive education.

Resultados documentados:: Thanks to the discussion we incited the Ministry of Education will boost a decree law that demands that every education institution, public or private, must save at least two slots for children with special needs.

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