RADIO CREATED BY AND FOR CHILDREN by DEC Barcelona for MINISTRY OF THE ENVIRONMENT AND RURAL AND MARINE AFFAIRS

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RADIO CREATED BY AND FOR CHILDREN

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Spain
Agency DEC Barcelona
Executive Creative Director Eduard Baldris
Art Director Núria López
Account Supervisor Marcos Morcate
Illustrator Purificacion Hernandez
Released March 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: MINISTRY OF THE ENVIRONMENT AND RURAL AND MARINE AFFAIRS
Product/Service: FROM ONLINE RADIO STATION
Agency: DEC COMUNICACION
Date of First Appearance: Mar 7 2009 12:00AM
Entrant Company: DEC COMUNICACION, Barcelona, SPAIN
Executive Creative Director: Eduard Baldris (DEC)
Copy Creative: Elisabet Colome (DEC)
Art Director: Nuria Lopez (DEC)
Account Supervisor: Marcos Morcate (DEC)
Account Executive: Irene Rocha (DEC)
3D Designer: Hugo Gonzalez (DEC)
Illustrator: Purificacion Hernandez (DEC)
Media placement: Online - Website, Microsite, Banner - 7 March 2009
Media placement: Mobile - Bluetooth Totems - 7 March 2009
Media placement: Print - Magazines - 7 March 2009
Media placement: Outdoor - Posters - 7 March 2009
Media placement: Events - Fairs, Street Marketing - 7 March 2009
Media placement: Direct Marketing - Mailings - 7 March 2009

Describe the brief/objective of the direct campaign.
The brief: to make the impossible possible. FROM and the Ministry of the Environment and Rural and Marine Affairs asked us to do the impossible: to get children to love fish. Target: children aged between 8 and 12 years Duration of campaign: March 2009 - June 2009. Strategy: not to give them fish but to challenge them. To challenge them to create their own radio to tell the world about the benefits of fish.

Explain why the creative execution was relevant to the product or service.
Children do not like fish but they do like to be the centre of attention. We swapped roles and, instead of giving them advice and moralizing about the benefits of eating fish, we challenged the children to be the ones to disseminate all the knowledge, reports, recipes, tips and tricks that they fished for as reporters, to make fish more attractive and tasty for their elders, friends and teachers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
FROM RADIO, the first online radio created by and for children to talk about fish. The idea reach the schools: sent to the teachers a radio with a recording of a student announcer asked the teachers to sign their classes up to it. Each class receives an announcer kit with the material needed to create and upload to Internet radio programmes from the classroom. They tune in to us through web 2.0, touch-screen street totems, bluetooth transmitters for cellphones. FROM RADIO became much more than a radio station. Our mobile unit travelled throughout Spain, inviting children to do live radio.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
More than 230 schools took part, 10,000 radio announcers, 1000 radio programmes and more than 75,000 radio listeners. It was on 55 TV programmes, 35 radio stations, 58 printed media and 123 Internet media. A post-campaign survey carried out with 50 school heads and 150 parents of participating children concluded: teachers felt it helped them to communicate to their students the benefits of fish. Parents rated the action very positively and saw their children really involved, enthusiastic and motivated. 8 OUT OF 10 CHILDREN WHO TOOK PART SAID THEY EAT MORE FISH AT THE END OF THE PROJECT.