UNICEF (United Nations International Children’s Emergency Fund) DM DIARY by Pages BBDO Santo Domingo


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Industry Charities, Foundations, Volunteers, Human Rights
Media Direct marketing
Market Dominican Republic
Agency Pages BBDO Santo Domingo
Creative Director Dilia Luna
Art Director Alvaro De Oleo, Naysa Dume
Copywriter Lissette Guzman, Paola Garces
Released August 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: UNICEF
Product/Service: CHARITY
Date of First Appearance: Aug 1 2010
Entrant Company: PAGÉS BBDO, Santo Domingo, DOMINICAN REPUBLIC
Vice President / Chief Creative Officer: Rodolfo Borrell (Pagés BBDO)
Creative Director: Dilia Luna (Pagés BBDO)
Art Director: Alvaro de Oleo (Pagés BBDO)
Art Director: Naysa Dume (Pagés BBDO)
Copywriter: Lissette Guzman (Pagés BBDO)
Account Director: Mahogani Armentero (Pagés BBDO)
Account Executive: Monica Guillen (Pagés BBDO)
Copywriter: Paola Garces (Pagés BBDO)
Media placement: DM - They were sent to public figures. - 1 august 2010

Describe the brief/objective of the direct campaign.
In 2010, UNICEF asked us to create a campaign that would gather people to petition from the Dominican government an effective system for the protection of minors.
With didn't have the budget for a mass media campaign, so we needed to find a way to create buzz by inviting celebrities and public figures to use their influence and voice and dedicate part of their airtime to motivate and rally people for the petition campaign that was to come.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a direct mail with two different versions of diaries. They were sent to 20 of the most renowned public figures from different mediums with a blacklight flashlight. The pages narrated day-to-day activities and thoughts of a child, but there was a twist: when read in the dark the story changed completely. By using the flashlight the dark life of an abused child came to light, asking readers to get abuse out of the darkness by creating programming and dedicating part of their airtime, helping us promote the campaign that was to come.

Explain why the creative execution was relevant to the product or service.
People don’t talk about what goes on at home, domestic violence and abuse are kept in the dark; our campaign asked people to bring this to light. Diaries have always kept people's inner most feelings and secrets, this is why they became the perfect medium to transmit our message. With 2 different versions of diaries we brought to light the double sided life led by abused children, how they have to act one way but inside feel miserable and confused. Targeting influential personalities in various media channels we made them spokespeople for UNICEF and they helped by spreading our message.

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.
The twenty personalities that were contacted immediately started talking about the diaries and this consisting problem. The action released a massive public relations campaign that generated free exposure from different media channels and on social networks, creating buzz for the petition. With little over 300 dollars we reached a great part of the Dominican people giving us a huge push for the campaign. In six weeks, over 400,000 signatures were gathered.
Today, the Dominican government is working on an improved system for the protection of minors.