Save The Children Digital, DM, Case study Real problems, 2 by McCann Worldgroup Lima

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Real problems, 2

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Industry Public awareness
Media Digital, Interactive & Mobile, Direct marketing, Case study
Market Peru
Agency McCann Worldgroup Lima
Creative Group Head Mauricio Fernandez-Maldonado, Christian Caldwell
Creative Director Yasu Arakaki
Creative Alonso Palomino
Production Plan B
Released May 2017

Credits & Description

Agency: McCann Lima
Client: Save The Children
Product: Sexual Education
Website: (
Creative Director: YASU ARAKAKI
Production house: ALONSO PALOMINO
Save the Children Director in Peru: MARIA VILLALOBOS
Web Developers: MEDIABYTES
Production house and post production house: PLANB
Sound production: DIEGO DIBOS SOUND LAB
According to a 2013 UNICEF study, 15 out of every 100 teenage girls in Peru under 16 are mothers, and the average age for first sexual activity is between 15 and 17 years old in urban areas; in rural areas the age drops to 10-14 years of age.
To address this situation and the social, economic and family issues that surround it, and to take direct aim at the problem of teenage pregnancy, Save the Children Peru partnered with McCann Lima to create Proble + Reales (“Real Problems”), an educational platform that seeks to minimize disinformation around teen pregnancy -- using classroom subjects to make the information more familiar.
McCann Lima created the idea of “hacking” ordinary math problems to turn them into a medium to sex education by using traditional objects, such as fruits and household objects, to replace elements associated with pregnancy and childbirth, such as diapers and bibs.
Presented on the website ( and in printed promotional kits (flyers and leaflets with suggested exercises), the initiative was activated both among students and teachers in the Peruvian public -school system, as well as among parents and parents’ groups.
The campaign raised tangible discussions and dialogues between parents and between parents and eductors in a very conservative culture, because without the support of parents, sex education for schoolchildren would not become acceptable or effective.