FUNDACION MI SANGRE Design & Branding GUNS CAN'T TEACH by Y&R Bogota

GUNS CAN'T TEACH

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Colombia
Agency Y&R Bogota
Creative Director Jaime Duque, Rafael Barthaburu, Victor Osorio, Tito Chamorro, Diego Suárez, Julián Jaramillo
Art Director Johanna López, Diego Alejandro Plata - Mateo Fernandez, Diego Suárez
Copywriter Juan Pablo Maldonado, Jorge Millán
Released January 2012

Credits & Description

Category: Advertising Typography
Advertiser: FUNDACIÓN MI SANGRE
Product/Service: FUNDACIÓN MI SANGRE
Agency: Y&R COLOMBIA
Chief Creative Officer: Mauricio Rocha (Young & Rubicam)
Creative Director: Victor Osorio (Young & Rubicam)
Creative Director: Tito Chamorro (Young & Rubicam)
Creative Director: Julián Jaramillo (Young & Rubicam)
Creative Director: Jorge Millán (Young & Rubicam)
Creative Director: Diego Suárez (Young & Rubicam)
Art Director: Diego Suárez (Young & Rubicam)
Art Director: Johanna López (Young & Rubicam)
Art Director: Mateo Fernández (Young & Rubicam)
Copywriter: Jorge Millán (Young & Rubicam)
Copywriter: Juan Pablo Maldonado (Young & Rubicam)
Media placement: Temporary Exhibition - Neer Low-Income Schools - 16 January 2012
Media placement: Temporary Exhibition - Neer Low-Income Schools - 16 January 2012
Media placement: Temporary Exhibition - Neer Low-Income Schools - 16 January 2012

Describe the brief from the client
The Mi Sangre Foundation’s mission is to get and keep kids enrolled in school with the aim of removing them from hostile social settings, where they can fall in with gangs and other armed groups.

A kid in school can be nurtured toward peace.

Describe the challenges and key objectives
Draw up graphic artwork that kindles deliberation within the community on this societal problem while helping people understand what the Foundation does.

Describe how you arrived at the final design

'A gun can only teach a child to kill' is the strong message we wanted to get across using images. We set out to convey the idea that a gun can indirectly transmit wisdom, so in our design, a bullet ironically writes out false content/beliefs printed on poster board. Each background on the poster boards is filled in with one-of-a-kind gun stencil designs.

Give some indication of how successful the outcome was in the market
The message generated a huge impact within the community that had been generally unaware of the Foundation’s mission and work.