0 VIEWS by Lowe Ginkgo Montevideo for Amnesty International

0 VIEWS

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Industry Charities, Foundations, Volunteers, Human Rights
Media Print, Magazine & Newspaper
Market Uruguay
Agency Lowe Ginkgo Montevideo
Copywriter Mateo Vidal, Camila De Simone
Released June 2012

Awards

Cannes Lions 2012
PR Lions Public Affairs Bronze

Credits & Description

Type of entry: Sectors & Services
Category: Public Affairs
Advertiser: AMNESTY INTERNATIONAL
Product/Service: AMNESTY INTERNATIONAL
Agency: LOWE GINKGO Montevideo, URUGUAY
Advertiser AMNESTY INTERNATIONAL
Product AMNESTY INTERNATIONAL
Entrant LOWE GINKGO Montevideo, URUGUAY
Type of Entry: Sectors & Services
Category: Public Affairs
Title: 0 VIEWS
Advertiser/Client: AMNESTY INTERNATIONAL
Product/Service: AMNESTY INTERNATIONAL
Entrant Company: LOWE GINKGO Montevideo, URUGUAY
DM/Advertising Agency: LOWE GINKGO Montevideo, URUGUAY

Chief Executive Officer: Gabriel Román (Lowe Ginkgo)
DGC: Sebastián Mir (Lowe Ginkgo)
DGC: Fernando De Clemente (Lowe Ginkgo)
DGC: Jorge González (Lowe Ginkgo)
DC: Gonzalo López Baliñas (Lowe Ginkgo)
DC: Diego Román (Lowe Ginkgo)
AD: Agustin Acosta (Lowe Ginkgo)
Digital: Bernardo Álvarez (Lowe Ginkgo)
Web Developer: Pinky (Pinky)
DD: Nicolás Lawlor (Lowe Ginkgo)
Copywriter: Mateo Vidal (Lowe Ginkgo)
Copywriter: Camila De Simone (Lowe Ginkgo)
Account Manager: Victoria Martin (Lowe Ginkgo)
Account Manager: Marcelo Bonomi (Lowe Ginkgo)
Production Company: La Jolla Films (La Jolla Films)
AD: Luis Meyer (Lowe Ginkgo)

Describe the campaign/entry
Amnesty International decided to make public a serious violation of human rights: violence during delivery.

To get it known, we created a video that showed what many of the 44,000 women who bear children each year in our country go through.

44,000 possible cases of violence that with everyone's help should reach 0.

We created ceroviews.com.uy and to communicate that it is possible to make this problem disappear with everyone's help, the counter decreased 1 view every time the video was played.

Describe the brief from the client
The goal was to make the public aware of this problem, something that many people don't know about.



Results


For the first time the issue became the main story in the news and also reached the Goverment authorities, who publicly acknowledged the abuse.

The 'comment' section received 384 stories of violence which were gathered in 'a book that should not exist', which was personally delivered to the Ministry of Health.

Nowadays, a new law of Reproductive Health is being studied and all complaints received are being investigated by authorities.

In 11 days, 0 Views became the least viewed video on the internet.

Amnesty International Uruguay had the greatest media exposure ever.



Creative Execution


We created ceroviews.com.uy and to communicate that it is indeed possible to make this problem disappear with everyone's help, the counter of the video subtracted one view each time the video was played.

We launched this campaign on the 25th of November, the International Day for the Elimination of Violence against Women, in order to attract media attention.




Amnesty International decided to make public a serious violation of human rights: violence during delivery.

To get it known, we created a video that showed what many of the 44,000 women who bear children each year in our country go through.

44.000 possible cases of violence that with everyone's help should reach 0.




Show the distress that many women suffer in our country during delivery in a video and make it viral, in order to capture the media's attention.

And then, with the people's support and the media's pressure, Amnistía could lobby the government to change the situation.