CALORIES FOR LIVES by J. Walter Thompson San Jose for Abbott

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CALORIES FOR LIVES

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Industry Health & Pharmaceutical Products
Media Promo & PR, Case study
Market Costa Rica
Agency J. Walter Thompson San Jose
Creative Director Luis A. Samayoa
Art Director Omar Torres
Creative Mishel Velez
Released May 2011

Credits & Description

Category: Healthcare and Services
Advertiser: ABBOTT LABORATORIOS
Product/Service: PHARMACEUTICAL COMPANY
Agency: JWT COSTA RICA
Creative Director: Luis Samayoa (JWT Guatemala)
Art Director: Omar Torres (JWT Guatemala)
Creative: Mishel Velez (JWT Guatemala)
Digital: Levin Méndez (JWT Guatemala)
Account Manager: Carolina Angel (JWT Guatemala)
Media placement: TV Spots - Local TV - May 25, 2011
Media placement: Flyers - Street - May 25, 2011
Media placement: Digital - Webpage - May 25, 2011
Media placement: Magazine - Sports Magazine - May 25, 2011
Media placement: Newspaper - sports section - May 25, 2011

Summary of the Campaign
Guatemala ranks first in child malnutrition throughout Latin America and is 6th worldwide. 75% of children living in rural areas have no calories and nutrients needed for their development.
Ironically, people that live in the city have all types of nutrients and calories, creating a caloric imbalance in the country.

In 2011 Abbott Laboratories created an initiative to help children suffering from malnutrition, with its various lines of nutritional supplements.

We created an activity involving people that at the same time created awareness for the brand: the first race where you could donate the calories that were lost to children who needed them, turning every calorie into $1 that Abbott would donate in nutritional supplements.

Over 14,000 people participated in the activity, making it the biggest race in Guatemala and ‘raising’ more than 2m calories. We were able to generate free media nationally and internationally. This activity was replicated in Venezuela and Nicaragua and by the end of 2012 it's expected to be replicated in 3 more countries.

The Situation
In the city people consume an excessive amount of calories, but in rural areas children die from a lack of them. We needed to create awareness about the problem of malnutrition as well as creating awareness for the brand.

The opportunity: create an activity gathering as many people as possible that could participate and fight this problem.

The Goal
The goal was that a minimum of 3,000 runners participate in the race, this being the amount that is usually achieved at races in the country. Another goal was to raise 500,000 calories to get a percentage of malnourished children help.

We were mainly looking to attract all those who were interested in helping, including opinion leaders and international communities who show concern about the laboratory and the society.

The Strategy
We created the race 'Calories for Lives' where people were running in order to help fight child malnutrition in Guatemala. In this race no matter what place were arriving, the most important thing was to donate calories and convert them to help, as each calorie Abbott donated $1 in nutritional supplements to children in need.

Prior to the race a website was created so people could calculate how many calories they had lost during the race and post the results on their social networks.

Execution
In June 2011 the race was held in Guatemala's famous Avenue, Avenida Reforma'; we first launched a campaign 2 weeks before in order to invite people to participate. People only had to register on the website or the day of the race. At the time of registration people had to enter their weight and distance they would run; software then estimated the amount calories people would burn during the race; they could post the results on their social networks. The calories turned into nutritional supplements that Abbott donated to children with malnutrition. Burning calories was an innovative way to donate.

Documented Results
3,000 participants were expected at the day of the race; more than 14,000 showed up.
Our goal was to raise 500,000 calories and the result was more than 2.5m calories, which became nutritional supplements that provided treatment to thousands of malnourished children.

Nutritional supplements sales of Abbott Laboratories grew by 60%.

The race was widely discussed in social networks.

• ‘5K race Calories for Lives’ became the biggest race of Guatemala.

• More than $1.5m in free media.

• The project has been replicated in Venezuela and Nicaragua and by the end of 2012 it’s expected to be replicate in 3 more countries.

• Thousands of children are receiving treatment with Abbott nutritional supplements.