OniriaTBWA: toys in mourning by Oniria\TBWA Asuncion for UNICEF (United Nations International Children’s Emergency Fund)

OniriaTBWA: toys in mourning

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Industry Charities, Foundations, Volunteers
Media Digital, Interactive & Mobile
Market Paraguay
Agency Oniria\TBWA Asuncion
Executive Creative Director Daniel Achaval
Creative Director Arturo Valiente, Jorge Tercarioli
Released May 2015

Credits & Description

In Paraguay, 4 newborns die every day from preventable causes in the last 20 years according to the Ministry of Public Health.To reduce that number, we should make the government invest more in health and education related to newborn deaths . To call the attention of the media and government officials, Asuncion awoke with toy stores closed for mourning, with windows acclimated with toys in black and a message: A baby changes your life,a death also. Join to #ceromuertesevitables (zero preventable deaths) mobilisation. Agency: Oniria TBWA, Paraguay
Strategy and Targeting
The target was authorities related to national health, social and educational policies from Paraguay.
The strategy was to invite journalists from news who cover these subjects in tv, radio and newspapers.
Results and Effectiveness
The president was pressured to take immediate steps. An additional 1.5 million dollars was allocated to the health budget to fund pediatricians, gynecologists and new technology, to improve
standards of healthcare services all across the country.
UNICEF has monitored and advised along all the way, and they reported the most important result:
After the campaign the infant death decreased by 50 per cent *. That means more than 730 babies were
save this year and counting.
* Official statistic from Ministry of Public Health 2014
Category: Health & safety
Client: Unicef Paraguay
Agency: OniriaTBWA
Production: Oniria
Country: Paraguay
Creative Chairman: Camilo Guanes
Executive Creative Director: Daniel Achaval
Creative Director: Jorge Tercarioli
Creative Director: Arturo Valiente