Save The Children Print CIRCLE by Y&R Mexico

CIRCLE

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Mexico
Agency Y&R Mexico
Creative Director Francisco Ferro
Art Director Rodolfo Fernandez, Jose Mario Munoz, Ana Segurajauregui, Oscar Chávez
Copywriter Salvador Lara, Gumaro Dávila Alvarado, Auber Romero
Producer Rita Villaseñor, Adrian Ramos
Photographer Ale Burset
Released March 2012

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: SAVE THE CHILDREN
Product/Service: SAVE THE CHILDREN
Agency: Y&R MEXICO
Chief And Creative Director: Rafael Barthaburu (Young And Rubicam Mexico)
Chief And Creative Director: Esteban Sacco (Young And Rubicam Mexico)
Creative Director: Francisco Ferro (Young And Rubicam Mexico)
Creative Director: Auber Romero (Young And Rubicam Mexico)
Copywriter: Auber Romero (Young And Rubicam Mexico)
Copywriter: Gumaro Davila (Young And Rubicam Mexico)
Copywriter: Salvador Lara (Young And Rubicam Mexico)
Art Director: Oscar Chavez (Young And Rubicam Mexico)
Art Director: Jose Mario Munoz (Young And Rubicam Mexico)
Art Director: Ana Segurajauregui (Young And Rubicam Mexico)
Producer: Rita Villaseñor (Young And Rubicam Mexico)
Account Manager: Álvaro Dopico (Young And Rubicam Mexico)
Production Manager: Ivoone Cortes (Young And Rubicam Mexico)
Producer: Adrian Ramos (Young And Rubicam Mexico)
Production Company: Circo Films (Circo Films)
Photographer: Ale Burset
Retoucher: Diego Speroni (F16 Productions)
Production Manager: Chon Alatorre/ David Alatorre (Circo Films)
Art Director: Rodolfo Fernandez (Circo Films)
Media placement: 3 Posters - Inside Subway, Inside Mall, Inside the bus, wheat paste posters on streets with heavy transit. - MARCH 2012
Media placement: 3 Magazine prints - KENA, ESTILO DF, 24 HORAS - MARCH 2012

Describe the objective of the promotion.
In Mexico one of the main problems is childhood abuse. Society won't face the problem or simply doesn’t want to know about it. The challenge was to create a campaign that promoted awareness of the consequences of child abuse, and encouraged donations to educate children, institutions and adults.

Describe how the promotion developed from concept to implementation.
Statistics prove that child abuse is a behaviour that becomes repetitive if not stopped from the beginning. Our campaign is focused on raising Mexican society’s awareness about this issue, provoking change from the very centre of the problem: homes.

Explain why the method of promotion was most relevant to the product or service.
We explained the problem through a kid's growth stages. The evolution from being the victim to becoming the offender, making a call to action to stop the cycle with your donation or with a change of behaviour.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Through the promotion we raised donations 20% over last year. And all the money was destined to educational programmes for kids, fathers and institutions. Also Save the Children increased its awareness in Mexico.