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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Charity and Not for Profit
Creative Vicepresident: Maria Teresa Fernandez (DDB Colombia)
Gerenal Creative Director: Juan Pablo Navas (DDB Colombia)
Gerenal Creative Director: Mauricio Rocha (DDB Colombia)
Creative Director: Juan Carlos Palma (DDB Colombia)
Creative Director: Juan Carlos Espitia (DDB Colombia)
Art Director: Maria Paula Camacho (DDB Colombia)
Art Director: Gustavo Zapata (DDB Colombia)
Art Director: Juan Gabriel López (DDB Colombia)
Copywriter: Julian Urrego (Tribal Colombia)
Copywriter: Jorge Ivan Jácome (DDB Colombia)
Copywriter: Ricardo Uribe (DDB Colombia)
Account Executive: Jorge Becerra (DDB Colombia)
Account Executive: Federico Granda (DDB Colombia)
Media placement: Guerrilla - Streets - June
Media placement: Tv - Canal Caracol - June
Media placement: Internet - - June

Summary of the Campaign
10 years ago, a town known as El Salado was attacked by illegal armed persons, who killed 160 people in front of all the town's inhabitants. Ten years later, nobody remebered them, that´s why we made a campaign to help them use their indifference and amnesia for social problems of this kind, as our engine of communication.

The Goal
Our main goal was that everybody in Colombia knew and wanted to help the people of El Salado and recollect enough money to rebuild this forgotten place in just 6 months.

1 new health stand, 1 new school, 5 great building works, 1 tobacco processing centre, thousands of families lost their fear and were able to return to their homes in El Salado, and finally, 1 town that has a future again.

First we used the indifference of the colombian people as a weapon, we asked in the whole country what El Salado is. 95% of the people didn´t know what El Salado was, and when we showed them what it was, people felt bad for having forgotten the worst masacre the country has seen. Then we let people know each and everyone of El Salado habitants in all media After that every one who helped people of El Salado used a symbol that identified them as El Salado helpers. Many activities and free press after that, made the Colombian goverment ask for forgiveness in public to El Salado´s people and promised to help them in the future.

The Situation
The principal problem, as well as our opportunity, was the indifference of the Colombian people that used to help El Salado´s people.

The Strategy
People in Colombia feel that their indifference was one of the main causes that left El Salado´s people in total abandon.