KID RESCUE by Y&R Bogota for Telefonica

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KID RESCUE

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Colombia
Agency Y&R Bogota
Creative Director Diego Suerez, Jorge Millán
Art Director Alejandro Narvaez, Leonardo Carrasco, Fabián Marrugo
Released June 2012

Awards

Cannes Lions 2012
Mobile Lions Charities, Not for Profit and Public Information Silver
Mobile Lions Activation by Location or Proximity Bronze

Credits & Description

Type of entry: Mobile Applications
Category: Charities, Not for Profit and Public Information
Advertiser: TELEFÓNICA/TELEFÓNICA TELECOM
Product/Service: CHARITY APP
Agency: Y&R COLOMBIA Bogotá, COLOMBIA
Advertiser TELEFÓNICA/TELEFÓNICA TELECOM
Product CHARITY APP
Entrant Y&R COLOMBIA Bogotá, COLOMBIA
Type of Entry: Mobile Applications
Category: Charities, Not for Profit and Public Information
Title: KID RESCUE
Advertiser/Client: TELEFÓNICA/TELEFÓNICA TELECOM
Product/Service: CHARITY APP
Entrant Company: Y&R COLOMBIA Bogotá, COLOMBIA
DM/Advertising Agency: Y&R COLOMBIA Bogotá, COLOMBIA
Chief Creative: Mauricio Rocha (Y&R Colombia)
General Creative Director: Julian Jaramillo (Y&R Colombia)
General Creative Director: Tito Chamorro (Y&R Colombia)
General Creative Director: Victor Osorio (Y&R Colombia)
Creative Director: Jorge Millan (Y&R Colombia)
Creative Director: Diego Suerez (Y&R Colombia)
Copy Writer: Sebastián Sánchez (Y&R Colombia)
Art Director: Alejandro Narvaez (Y&R Colombia)
Art Director: Fabian Marrugo (Y&R Colombia)
Art Director: Leonardo Carrasco (Y&R Colombia)
Motion Graphics: Mateo Fernandez (Y&R Colombia)
Executive Director: Gabriel Robles (Y&R Colombia)
App Development: Fonkie Monkie (Fonkie Monkie)
Brief Explanation
We created a smartphone application that empowers everyone to denounce child labour. What people did was to activate the app when they saw a child working on the streets. They had to Geotag the child, take a picture and enter the child’s information, this was uploaded to a website exclusively accessible to Fundacion Telefonica, enabling them to take the first step toward solving each case.
Fundación Telefonica has limited resources to effectively tackle the problem of child labour in Colombia. In order to help, we created a simple and effective crowd sourcing tool, a smartphone application that enabled everyone to denounce child labour in Colombia. Thousands of people downloaded and used the application which created a real-time mapping system that helped Fundación Telefonica take the first steps before acting on each case.
By creating a tool that enables people to denounce child labour, Fundación Telefonica is maximising its effort to tackle such problem and generating awareness among people.
A few days after the launch of the app we went viral, and became trending topic on Twitter, also we got the attention of the media.
Thanks to the app and Fundación Telefónica, 1.276 children have already been identified and 67 are already out of the streets.
But, perhaps our most important achievement, has been changing these children´s reality to give them back their dreams.