Category: Environmental PR
Advertiser: CHAO PESCAO
Executive Creative Director: Sebastian Alvarado (Puerto)
Executive Creative Director: Nicolás López (Puerto)
Project Director: Ladislao Palma (Puerto)
Art Director: Renzo Vacarisas (Puerto)
Media placement: 306 - lets go - 12 /11/ 09
Summary of the Campaign
To inform the country we created a campaign that involved the community. And more than that, we showed an alternative solution for real energy. A thermoelectric company is by far the dirtiest type of energy, so we did a campaign with clean energy. And with clean energy we spread a documentary explaining with details the situation and its context. We showed the solution to the country.
We wanted to show that Punta de Choros is one of the most important and fragile natural reserves of our country and the world.We wanted to show that three thermoelectric plants were planned to be built in this sanctuary and that the consequences would destroy it.The most important thing was that we wanted to show that there are alternative and less pollutant sources of energy as a real alternative of energy supply along our country. The costs are higher at first but in the future we will have a clean and inexpensive source of energy.This could be a theory; the community needed an experience to really be aware of the problem.
- 7.000 USD is the cost of 30 seconds of publicity during the news. The news from all the channels informed and debate around 3 minutes during a period of 10 days. This represents an inversion of 2.100.000 USD without spending any cent in the media.- In a period of less than two weeks over 100,000 visits were received in our web site.- The documentary was spread along all the country.- On January 8 2010, Michelle Bachelet's government refused the maritime concession for the projects.- But Chile was in the middle of a presidential election and none of the candidates had included this topic in their agenda. - Finally the candidate (today’s elected president) Sebastián Piñera rejected the projects
Stationary bikes were installed in different places in the city of Santiago. Clean energy was produced from the action of pedaling (to pedal) turning on a screen where the trailer of our documentary was shown. This trailer showed the problem and the abuse of rights by the authorities. In a small period of time many people visited our web site to support the initiative and to be informed in detail of what was happening. At the premiere of the documentary, 12 LED screens were turned on using a wind power engine. A large-scale clean solution was accomplished and symbolized by a swirl of paper in the hands of citizens.
They wanted to destroy of the most important natural reserves of Chile by building three mega thermoelectric projects that use coal to function. Coal is the most dirty and harmful fuel of all the combustibles. The media never talked about this and our country did not know what was about to happen if this remained not spoken about. The government had not said a word while the execution of the projects moved forward. Nobody could do anything.
We needed to spread the news through the media but we had no budget.Since we could go to the edia, we brought the media to us. We invited famous people to participate in the premiere of the documentary. Obviously, the media covered the news. In that moment a public debate was created along the country with no cost. Politicians and the government had to take charge of the problem.We spread the campaign trough the internet to create massive support.
The Promo / PR Ad titled SAVE PUNTA DE CHOROS was done by Puerto advertising agency for product: Enviromental Awareness (brand: CHAO PESCAO) . It was released in the Jul 2012.