Ammar Print MOM CALLING CARDS by Ogilvy & Mather Buenos Aires

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Industry Public awareness
Media Print, Magazine & Newspaper
Market Argentina
Agency Ogilvy & Mather Buenos Aires
Executive Creative Director Gaston Bigio, Javier Mentasti, Maximiliano Maddalena, Christian Camean, Ignacio Ferioli
Released April 2012

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: AMMAR
Product/Service: AMMAR
Executive Creative Director: Gastón Bigio (Ogilvy & Mather Argentina)
Executive Creative Director: Javier Mentasti (Ogilvy & Mather Argentina)
Executive Creative Director: Maximiliano Maddalena (Ogilvy & Mather Argentina)
Art Director/Copywriter: Maximiliano Elbo (Ogilvy & Mather Argentina)
Art Director/Copywriter: Tomás Gianelli (Ogilvy & Mather Argentina)
Head Of Art: Diego Grandi (Ogilvy & Mather Argentina)
Account Manager: Eliana Astegiano (Ogilvy & Mather Argentina)
Media placement: Brochures - Cars, Street, Public Phones - 10 April 2012
Describe the objective of the promotion.
AMMAR is a non-profit organization that promotes the protection of the rights and the health of sex workers. The problem is that it has no public support because of the prejudice people have towards prostitution. In order to get support, AMMAR needed to reach people that don't normally have contact with prostitution and change the way in which they see sex workers. All this, with a very poor budget and a strong media restriction.
Describe how the promotion developed from concept to implementation.
For our activation campaign, we replaced the typical prostitute calling cards for unfolding calling cards that, when opened, expose an illustration showing the real life of a sex worker, reaching our target in the moment they were closest to prostitution and changing the picture they previously had of this issue.
Explain why the method of promotion was most relevant to the product or service.
Prostitute calling cards are a symbol of the sex industry of Argentina. They are all over Buenos Aires and, for some people, they are the only contact that they’ve ever had with prostitution.
Describe the success of the promotion with both client and consumer including some quantifiable results.
• We reached our target in the moment they were closest to prostitution, increasing the impact of the campaign.
• With a simple and cheap paper print, awareness was raised on this delicate issue.
• Visits to AMMAR’s site increased 30% and phone calls 45%.
• The subject was socially installed for its public discussion.