UNICEF (United Nations International Children’s Emergency Fund) Case study NO NAME MATCH by Oniria\TBWA Asuncion

NO NAME MATCH

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Industry Charities, Foundations, Volunteers, Human Rights
Media Case study
Market Paraguay
Agency Oniria\TBWA Asuncion
Executive Creative Director Daniel Achaval
Creative Director Arturo Valiente, Jorge Tercarioli
Creative Jorge Collar, Rene López, Sergio Sevega

Producer Poli Achával
Released May 2013

Awards

Cannes Lions 2013
PR Lions Sectors & Services; Public Affairs Silver
Branded content & entertaiment lions Branded Entertainment; Best brand or product integration into a feature film, existing TV show and/or series Bronze
PR Lions Technique; Best use of Broadcast Bronze

Credits & Description

Type of entry: Branded Entertainment
Category: Best brand or product integration into a feature film,
existing TV show and/or series
Advertiser: UNICEF
Product/Service: ID CAMPAIN
Agency: ONIRIA/TBWA Asuncion, PARAGUAY
Chief Creative Officer: Camilo Guanes (ONIRIA/TBWA)
Executive Creative Director: Daniel Achával (ONIRIA/TBWA)
Creative Director: Jorge Tercarioli (ONIRIA/TBWA)
Creative Director: Arturo Valiente (ONIRIA/TBWA)
Creative: René López (ONIRIA/TBWA)
Creative: Jorge Collar (ONIRIA/TBWA)
Creative: Sergio Sevega (ONIRIA/TBWA)
Planner: Rodrigo Weiberlen (ONIRIA/TBWA)
Producer: Poli Achával (ONIRIA/TBWA)
Describe the campaign/entry
In Paraguay, is very hard to reach a big audience because media ratings are very low, and media content is very poor. Only news and sports has high ratings, and is very hard to get in without money.

Results
Challenge:
Paraguay has a high number of children under 1 year old without birth certificate. 24% are not enrolled in civil registration, and this number grows to 35% at indian children.
We need the commitment of presidential candidates to work on it before April 21 elections. And presidential campaigns are sensible to media topics.
Idea:
The solution was "No name match": during the opening minutes of Uruguay vs. Paraguay soccer match (Paraguayan last chance to keep alive the chances to go to Brazil 2014 World Cup), 2 TV channels and 4 highest rated radios broadcasted live the game without saying the player's names.
After that, our message was revealed:
Like these players, we all need a name and nationality.
In Paraguay, before the year, 1 of 4 children is not enrolled in the civil registration
What does your candidate think about that? Ask him.

Soccer is the favorite spot in Paraguay. The Paraguayan soccer selection matches has high rating in TV and radios.
In Paraguay, one out of four children are not registered. In essence, this means they have no official identity.
With the upcoming presidential election, our job was to work with UNICEF, to make our candidates commit to this
In association with 2 TV channels and 4 radios which conveyed the party Uruguay vs Paraguay for Brazil 2014 world cup qualifying, Unicef generated brand content to send a big message to presidential candidates.

Results:
- It was viewed by 4.000.000 from 7.000.000 Paraguayans
- With an investment of U$S 5.000, we got a U$S 800.000 worth of earned media
- Free Publicity worth U$S 200.000
- Every presidential candidate agreed to commit to a series of specific actions that would ensure the children of Paraguay received an official ID, if they were elected President.