A Roof For My Country (Un Techo Para Mi Pais) Promo, Case study TIN ROOF by Burson-Marsteller, Y&R Bogota

TIN ROOF

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Colombia
Agency Burson-Marsteller
Art Director Jaime Duque - Oscar Muñoz
Copywriter Miguel Giraldo, Juan Camilo Valdivieso - Jorge Millan
Agency Y&R Bogota
Art Director Leonardo Gomez, Gerardo Torres
Copywriter Julian Nuñez
Released July 2011

Credits & Description

Category: Corporate Responsibility
Advertiser: UN TECHO PARA MI PAIS
Product/Service: CORPORATE RESPONSABILITY
Agency: Y&R COLOMBIA
Agency: BURSON-MARSTELLER COLOMBIA
Chief Creative: Mauricio Rocha (Young & Rubicam)
General Creative Director: Tito Chamorro (Young & Rubicam)
General Creative Director: Victor Osorio (Young & Rubicam)
General Creative Director: Julian Jaramillo (Young & Rubicam)
Creative Director: Juan Camilo Valdivieso (Young & Rubicam)
Creative Director: Oscar Muñoz (Young & Rubicam)
Copywriter: Juan Camilo Valdivieso (Young & Rubicam)
Copywriter: Julian Nuñez (Young & Rubicam)
Copywriter: Miguel Giraldo (Young & Rubicam)
Art Director: Oscar Muñoz (Young & Rubicam)
Art Director: Leonardo Gomez (Young & Rubicam)
Art Director: Gerardo Torres (Young & Rubicam)
Media placement: Ambient - Street - 22 July 2011
Media placement: TV - RCNTV - 24 July 2011

Summary of the Campaign
Target:
The target audience for this campaign was any Colombian able to donate any amount of money while the major national fund drive was running.

Objective:
Encourage Colombians all over the country to make a contribution during the major national 'A Roof for My Country' fund drive.

Research
Nearly 21m people in Colombia live below the poverty line with no decent roof over their heads. The major 'A Roof for My Country' fund drive is an opportunity for all Colombians to make a contribution to their fellow citizens in need.

Campaign planning
The Hernandez’s sheet-metal roofing was torn off, fed into a compacting machine, and pressed into a metal cube; the symbol for this fund drive. The cube was then sold to a scrap dealer for 36,000 Colombian pesos and that money became the first contribution to the national fund drive held between July 22nd and 23rd in major cities around the country. The Hernandez family was put up by a foster family, and their story was documented as a way to encourage Colombians to donate.

The Situation
Nearly 21m people in Colombia live below the poverty line with no decent roof over their heads. The major 'A Roof for My Country' fund drive is an opportunity for all Colombians to make a contribution to their fellow citizens in need.

The Goal
Our hope was that through the aid of her fellow Colombians, her family and many others would finally get a respectable roof over their heads.

The Strategy
As a rule, the trickiest part of any major fund drive is getting that very first donation, which helps spur on subsequent donations and open the floodgate to even more. So the 'A Roof for My Country' foundation itself became the first donor and used the media to spread the word.

Execution
To stimulate contributions, we documented Maria Hernández’ real-life story of donating her dilapidated home and making herself temporarily homeless.

The Hernandez’s sheet-metal roofing was torn off, fed into a compacting machine, and pressed into a metal cube; the symbol for this fund drive. The cube was then sold to a scrap dealer for 36,000 Colombian pesos and that money became the first contribution to the national fund drive held between July 22nd and 23rd in major cities around the country. The Hernandez family was put up by a foster family, and their story was documented as a way to encourage Colombians to donate.

Documented Results
In just 2 days, 120m pesos were collected, topping the previous year’s take by 50m pesos. The money taken in was enough to put a respectable roof over the heads of 75 families, starting with the Hernandez’s.