A Roof For My Country (Un Techo Para Mi Pais) Promo, Case study PRECARIA by Y&R Montevideo

PRECARIA

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Industry Public awareness, Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Uruguay
Agency Y&R Montevideo
Director Pablo Casacuberta
Art Director Martin Coppola
Copywriter Diego Lazcano, Gustavo Perez, Juan Pedro Cardeillac, Martín Rumbo, Fernando Cachón
Account Supervisor Patricia Gómez
Released January 2011

Credits & Description

Category: Charity and Not for Profit
Advertiser: UN TECHO PARA MI PAÍS
Product/Service: PUBLIC AWARENESS CAMPAIGN
Agency: Y&R URUGUAY
Executive Creative Director: Diego Lazcano (Y&R Uruguay)
Copywriter: Martín Rumbo (Y&R Uruguay)
Copywriter: Fernando Cachón (Y&R Uruguay)
Copywriter: Juan Cardeillac (Y&R Uruguay)
Copywriter: Gustavo Pérez (Y&R Uruguay)
Copywriter: Diego Lazcano (Y&R Uruguay)
Art Director: Martin Coppola (Y&R Uruguay)
Account Supervisor: Patricia Gómez (Y&R Uruguay)
Account Asistant: Silvina Moré (Y&R Uruguay)
Chief Executive Officer: Alvaro Moré (Y&R Uruguay)
Director: Pablo Casacuberta (Multiple Films)
: Pablo Galisteo (Y&R Uruguay)
Media placement: Press PR - Press Media In All Latinamerica. Ex. (América Economía) - 01/06/2011
Media placement: Celebrities - Embassadors For Every Country Ex. (Michelle Bachelet, Isabel Allende, Julio Boca, Washingtons Tabare - 01/06/2011
Media placement: Social Networks - Celebrities Twitter (Calle 13, Alejandro Sanz) - 01/06/2011
Media placement: Social Networks - Facebook, Twitter - 01/06/2011
Media placement: Digital PR - Youtube Virals - 01/06/2011

Summary of the Campaign
For it’s campaign for Latin America, Un Techo Para mi País wanted to raise awareness about poverty in the continent. To achieve this, instead of making a campaign for Un Techo, we decided to create a campaign for a new country, a country inhabited by all people living in poverty in Latin America, so that everyone could see the real dimension of the problem; this country would become the country for which they actually work.

All media directed to www.paisprecaria.org where people could learn more about the country. It could also be seen the testimony of its residents who told us their reality.
And we even named an ambassador from Precaria in every country of Latin America.
After launching Precaria, Un Techo Para mi País appeared before thousands of concerned people as a way to combat this reality.
Precaria began to grow in the web with over 250 spontaneous appearances in blogs and portals. More and more people spread the cause in social networks. Even music stars such as Calle 13 and Alejandro Sanz shared it with the over 5m followers that they have on Twitter. Precaria even made it to CNN.
And most importantly: we recruited 9,359 new volunteers.
Precaria’s campaign gave a new dimension to Un Techo Para mi País, and achieved making people perceive it as an organisation that fights poverty in Latin America. Furthermore, the idea was highly contagious and several companies and media joined the cause. In addition, we significantly increase the number of volunteers, the most important part of Un Techo Para mi País.

The Situation
Un Techo Para mi País ('a roof for my country') works in 19 countries in all latinamerica. But people doesn't know this. They think Un Techo Para mi País is a local organisation. We needed to change that perception and raise awarness about poverty in the continent.

The Goal
For its campaign for Latin America, Un Techo Para mi País wanted to raise awareness about poverty in the continent. And also change the perception of being a local organisation.

The Strategy
To achieve it, instead of making a campaign for Un Techo, we decided to create a campaign for a new country, a country inhabited by all people living in poverty in Latin America, so that everyone could see the real dimension of the problem; and this country would become the country for which they actually work.

Execution
All media directed to www.paisprecaria.org where people could learn more about the country. It could also be seen the testimony of its residents who told us their reality.
We even named an ambassador from Precaria in every country of Latin America.
After launching Precaria, Un Techo Para mi País appeared before thousands of concerned people as a way to combat this reality.

Documented Results
Precaria began to grow in the web with over 250 spontaneous appearances in blogs and portals. More and more people spread the cause in social networks. Even music star as Calle 13 and Alejandro Sanz shared it with the over 5m followers that they have on Twitter. Precaria even made it to CNN.
And most importantly: we recruited 9,359 new volunteers.
Precaria’s campaign gave a new dimension to Un Techo Para mi País, and achieved making people perceive it as an organisation that fights poverty in Latin America. Furthermore, the idea was highly contagious and several companies and media joined the cause. In addition, we significantly increased the number of volunteers, the most important part of Un Techo Para mi País.