Maria Ayuda Design & Branding NIGHTMARES TYPOGRAPHY by J. Walter Thompson Santiago

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Industry Against violence
Media Design & Branding
Market Chile
Agency J. Walter Thompson Santiago
Creative Director Pablo Herrera
Art Director Esteban Espinoza - Mauricio Medina - Mariella Rivera, Aliro Jara - Ricardo Alvarez - Hugo Yáñez, Juan Bello
Copywriter Mauricio Medina, Pablo Herrera - Mariella Rivera - Daniela Lopez
Released August 2011

Credits & Description

Category: Posters
Advertiser: MARIA AYUDA
Product/Service: MARIA AYUDA
General Creative Director: Leo Farfan (JWT Chile)
Creative Director: Mariella Rivera (JWT Chile)
Creative Director: Pablo Herrera (JWT Chile)
Copywriter: Esteban Espinoza (JWT Chile)
Copywriter: Mauricio Medina (JWT Chile)
Copywriter: Mariella Rivera (JWT Chile)
Art Director: Esteban Espinoza (JWT Chile)
Art Director: Aliro Jara (JWT Chile)
Art Director: Juan Bello (JWT Chile)
Executive Account: Paula Larenas (JWT Chile)
Graphic Producer: Iván González (JWT Chile)
Graphic Producer: Jorge Valenzuela (JWT Chile)
Media placement: Typografphy Design - Internet - March - June 2011
Media placement: Press - News Newspaper - July 15 - August 2011
Media placement: Outdoor - Sign (Santiago) - Regions - July 15 - August 2011
Media placement: Web Pay - Internet - August 15 , 2011

Describe the brief from the client
María Ayuda, is a foundation that, for the last 29 years, has rehabilitated sexually abused children. Today it has 24 centres throughout country, and each day, more and more children come for the rescue work María Ayuda provides. However, it does not have enough financial support or the tools they need to welcome and educate in a healthy environment. Today, it is the fundamental commitment of the whole society to continue to work in uplifting children in need. However, we literally have to go knocking on doors; despite the massive disregard that confronts us behind closed doors.

Describe the challenges and key objectives
In Chile, solidarity and social support is mainly concentrated in campaigns aimed at people with physical or mental limitations and low-income families. The country is facing these realities. However, there are a large number of children growing up in a context of physical and sexual abuse, which if not treated will apparently render them with limited psychic abilities, or turn them into potentially violent adult offenders. As a result, we need a campaign of denunciation, where María Ayuda, as the voice of children, can find open doors to support their continuing rescue work with children.

Describe how you arrived at the final design
This campaign was delivered via posters especially designed for society, to represent the voice of abused children.
An assaulted child does not have the clarity to understand what is happening, because behind abuse is psychological manipulation. The design, inspired by this fact, ranged from ‘A to Z’. Thus in the noble words as ‘Papa’, ‘I love you’, or ‘Teacher’ is a hidden nightmare of a child victim.
Each letter is a complaint and the truth that many children cannot communicate.

Give some indication of how successful the outcome was in the market
The campaign, still in development, has opened doors. It is essential that ‘Hidden Nightmares’ is a design that is managing to change the story of a child. Every child has regained its life expectancy. That is the success of this design.