United Nations Case study I SWIM WITH MARCOS by Pages BBDO Santo Domingo

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Industry Charities, Foundations, Volunteers, Human Rights
Media Case study
Market Dominican Republic
Agency Pages BBDO Santo Domingo
Director Archi Lope, Tuto Guerrero
Creative Director Marino Peña, Marcos Diaz
Art Director Damian Dominguez, Juan Triviño - David Abril - Andres Muñoz
Photographer Alex Otero
Released June 2010

Credits & Description

Category: Titanium and Integrated
Date of First Appearance: Mar 15 2010
Vice President/Chief Creative Officer/Creative Director: Rodolfo Borrell (Pages BBDO)
Creative Director: Marino Peña (Pages BBDO)
Creative Director: Marcos Diaz (Pages BBDO)
Head Of Art: Miguel Peña (Pages BBDO)
Interactive Director: Michael Baron (Pages BBDO)
Art Director: David Muñoz (Pages BBDO)
Art Director: Damian Dominguez (Pages BBDO)
Web Designer: Abel Levasseur (Pages BBDO)
Web Designer: Paul Jimenez (Pages BBDO)
Account Director: Raysa Coste (Pages BBDO)
Account executive: Purissa Veras (Pages BBDO)
Account executive: Mayra Diaz (Pages BBDO)
Copy: Vanessa Tavera (Pages BBDO)
Project Maneger: Natalia Benz (FMD)
2nd Project Maneger: Yasmara Mejia (FMD)
Director: Archi Lope (Panamericana Film)
Director: Tuto Guerrero (Guerrero Films)
Photographer: Alex Otero (Otero)
Media placement: TV - 2 Spots ( 4 Languages) - BBC, CNN, Univision, TVE, Telemundo, Antena Latina, Color Vision, Telesistema, C - 15 March 2010
Media placement: Print - 27 Ads ( 6 Languages) - News Papers And Magazines World-Wide - 1 April 2010
Media placement: Posters -15 ( 6 Languages) - Universities, Schools, And Swim Clubs - 1 April 2010
Media placement: Social Networks- 12 - Facebook, Hi5, My Space, Buzz, Picasa, Netlog, Youtube, Orku, Friendster, Twitte - 1 March 2010
Media placement: Web Site With Downloadable Tools - iswimwithmarcos.com - 1 March 2010
Media placement: Radio- 12 ( 3 Languages) - La X, 97.5 Listin, La Z, Radio Disney, La Rocka, 100.1, Sol, Fidelity, Etc - 1 May 2010
Media placement: Content Videos- 51 Videos ( 3 Languages) - This Videos Came Out On Web, Tv, Social Networks And Blogs - 1 March 2010
Media placement: Billboards - 20 ( 3 Languages) - Cartel Express, Sarmiento, Flamenco, Colorin And Other Billboard Outlets - 1 June 2010

Describe the campaign/entry
The UN needed to bring attention to the Millennium Development Goals while letting people know that world leaders had agreed to fulfil them by 2015. People usually think that problems far away don’t concern them; we wanted to prove that the distance between us isn’t that great and that the world’s problems affect us all.
With a limited budget we set out to make a global statement, an event never seen before to generate news and inspire people to help us spread awareness of the goals.
We created Swim Across the Continents, a global campaign where one man, Marcos Diaz, would unite the world swimming from one continent to the next, demonstrating we aren't that far apart and spreading the message of the goals. People around the world made themselves the medium, becoming spokespeople and mobilizing their communities by organizing events and rallies, catching the attention of media worldwide.

Describe how the campaign/entry was launched across each channel in the order of implementation
Before the swim:
-Press conference in the UN building in New York to launch the project and campaign.
-Mapped out most popular social networks, forming an online platform.
-Upload video for the campaign. Identified key bloggers worldwide.
-Website provided content on the Millennium Goals (video, research, photographs) and downloadable tools (banners, posters, t-shirt stencils).
-Made website into a community through discussion boards, links and interaction.

During the swim:
-Involved public figures and celebrities to build excitement and attract media.
-Organized worldwide simultaneous swims inviting the world to swim with Marcos. Divulged through social networks, providing schedules and time zones.
-Spoke with world leaders, politicians, businessmen, schools, town hall meetings, assemblies and local and foreign reporters.
-Mobilized people worldwide to rally their communities towards the accomplishment of the goals.

After the swim:
- Took book with the voices of the world to Ban Ki-moon during the UN General Assembly.

Give some idea of how successful this campaign/entry was with both client and consumer
The Millennium Development Goals message gained great exposure, touching millions around the world.

- Thousands of websites, blogs and news sites.
- 200 newspaper articles worldwide, 70 front-page publications.
- Appeared on international news networks.
- TV and radio created programming and dedicated space for the goals.
- Millions of dollars in free PR, press and media placement.
- Over 47 countries joined the simultaneous swims.
- Thousands of volunteers.
- Millions of visits through our online platform.