ECUADOR GOVERNMENT Case study Evolucionarios [video] by La Facultad Quito

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Evolucionarios [video]

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Industry Public awareness
Media Case study
Market Ecuador
Agency La Facultad Quito
Producer Tabatha Medina
Production Awa
Released November 2012


FIAP 2014
Prensa y Relaciones Públicas Comunicación Digital Sol de Bronce

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertising campaign: EVOLUCIONARIOS
Minister of Coordination of Knowledge and Human Resource: Augusto Espinoza (Government of Ecuador)
Creative Directors: Christian Villalba (La Facultad)
Creative Team: Cris Gonzáles (La Facultad)
Executive Producer: Dalila Medina (La Facultad)
Operation Team: Danilo Salazar (Awa)
Quality Assurance: Elizabeth Vera (La Facultad)
Account Supervisors: Ivonne Burbano (La Facultad)
Operation Team: Javier Verdesoto (Awa)
Creative Team: Marco Tapia (La Facultad)
Media Managers: Patricio Proaño (La Facultad)
Creative Team: Paulino Pachacama (La Facultad)
Digital Director Of Government: Roberto Wohigemuth (Government of Ecuador)
Operation Team: Óscar Calderón (Awa)
Creative Team: Santiago Zumárraga (La Facultad)
Creative Directors: Sebastián Villagómez (La Facultad)
General Secretary of The Communications: Vinicio Alvarado (Government of Ecuador)
Account Director: Ana Isabel Bejarano (La Facultad)
Account Supervisors: Ana Julia Ayala (La Facultad)
Creative Directors: Andrés Freile (La Facultad)
Interactive Director: Andrés Ontaneda (Awa)
Creative Team: Carmen (La Facultad)
Adviser of Minister of Coordination of Knowledge and Human Resource: Leonardo Eguiguren (Government of Ecuador)
President: Paola Padovani (La Facultad)
Media Director: Pilar Santa Cruz (La Facultad)
Account Supervisors: Rossana Loor (La Facultad)
Operation Team: Se (Awa)
Producer: Tabatha Medina (La Facultad)
Chief Creative Officers: Xavier Barona (La Facultad)
Creative Directors: Diego Aguilar (La Facultad)
Media Managers: Doris Cevallos (La Facultad)
Operation Team: Gabriela Peterson (Awa)
Operations Director: Juan Fernando Terán (Awa)
Creative Team: Luis Riera (La Facultad)
Chief Creative Officers: Miguel Salazar (La Facultad)
Operation Team: Xavier Prado (Awa)
Client Brief Or Objective
Capture the attention of all young people to join a cause that is their own cause, and that leads them to receive the information necessary for their education and their future. Simulate a hack to the government media to gather most of the Ecuadorian youth on a fanpage with information vital to their future.
Because there were young people with different political tendencies that did not respond to government publications and the communicaton means of the state are often confusing and bureaucratic in terms of accessibility and presentation of information. The way that we became visible to the youth generated interest due to the values it communicated, the content of fanpage is easy to understand, simple and relevant for many young people who are looking for a better future.
We managed to catch the attention of young people in and outside the country, involving them with the initiatives of the state. We became a means of communication which housed people that are for and against the government who found solutions and support, feeling heard. When becoming a back and forth form of media,we found failures in the government services that we were able to rectify. Today we are a source of advice, opinion leaders and the best link between young people and the state.
The youth got involved commenting on the fanpage, sharing information with friends, finding out how to become part of our community, writing us internally their doubts, and considering us a reliable source of government information but from an apolitical and neutral position.