Children's National Hospital Promo, Case study EPIDEMIC OF VIOLENCE AGAINST CHILDREN by McCann Erickson Costa Rica

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EPIDEMIC OF VIOLENCE AGAINST CHILDREN

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Industry Public awareness
Media Promo & PR, Case study
Market Costa Rica
Agency McCann Erickson Costa Rica
Director Rodolfo Hernandez
Art Director Cristian Salazar - Pablo Sanz
Released February 2011

Credits & Description

Category: Best Launch or Re-launch
Advertiser: CHILDREN'S NATIONAL HOSPITAL
Product/Service: RAISING PUBLIC AWARENESS
Agency: McCANN ERICKSON COSTA RICA
Chief Executive Officer: Gustavo Vallespí (McCann San Jose)
General Creative Director: Manuel Travisany (McCann San Jose)
Group Creative Director: Rolando Madrigal (McCann San Jose)
Group Art Director: Julio Alvarado (McCann San Jose)
Art Director: Pablo Salazar (McCann San Jose)
Copywritter: Eduardo Alfaro (McCann San Jose)
Community Manager: Manuel Arroyo (McCann San Jose)
Ad Honorem: Patricia Morales (Children's National Hospital)
Director: Rodolfo Hernandez (Children's National Hospital)
Graphic Producer: Margarita Pérez (Mccann San Jose)
Audio Visual Producer: Tomas Jankovich (Mccann San Jose)
Media placement: consumer PR - CHannel 7 - 23-02-2011
Media placement: consumer PR - Channel 6 - 23-02-2011
Media placement: Consumer PR - Channel 11 - 23-02-2011
Media placement: Consumer PR - Channel Extra TV 42 - 23-02-2011
Media placement: Consumer PR - Channel 4 - 23-02-2011
Media placement: Consumer PR - CANARA (RADIO STATIONS) - 23-02-2011

Summary of the Campaign
In the last 3 years, child abuse increased by 600%. In spite of the numbers, neither the community has reacted, nor the authorities. The Children's National Hospital, the responsible institution for giving follow-up to these cases, took the task of generating awareness of the problem in different sectors of society and stopping the increase in cases.

It has been decided that violence against children should be declared an epidemic. This fact is in line with the statistics of the WHO, which justifies a group of tactics executed aggressively, the execution of which sensitises the government and community about the epidemic.

The achievement was that the Department of Health of Costa Rica officially declares the epidemic compromising state resources. The increasing trend of cases of violence against children registered in the children's Hospital has stopped. For the first time, the Children's National Hospital constructs a common front in joint effort with several state institutions in the country.

The state police detonates a program of preventive education in opposition to the violence against children. The community reacts positively sending thousands of ideas for a 'cure' for the epidemic.

The Situation
The Children's National Hospital of Costa Rica is a state institution with more than 60 years of experience in paediatrics; its responsible for giving follow-up to all the cases of violence against children.

This campaign is orientated to key components of society, like mass media, governmental institutions and the community.

The Goal
To ensure that this issue becomes a priority for the government.
To create a mindset of responsibility regarding the circle of violence.
To demonstrate the diverse forms of mistreatment.
To make visible the deep individual impact and social consequences of infantile mistreatment.
To generate a participative campaign for different components of society

Research:
Record of Children's National Hospital of in-coming cases:
Costa Rica 2003. IDESPO, OP'S 31, September 2003

The follow-up national report of to the world summit in favour of the children: Government of the republic of Costa Rica.2000. UNICEF.
Challenges bulletin. CEPAL and UNICEF. July, 2009

The Strategy
The violence against children is declared an epidemic. Only with this status can we obtain reactions from the different audiences with the same readiness already shown in comparison to previous epidemics.

The WHO considers the possibility of an epidemic, because the violence is a phenomenon that affects at least 10 of every 100,000 inhabitants. In Costa Rica, violence against children is a problem well beyond this range.

Execution
Meeting with the country's president to present the campaign and WHO reports supporting the epidemic declaration.
Commitment obtained with government support by declaring this a national priority.
Press conference making journalists aware of epidemic.
Men wearing biohazard suits walked the streets.
On Feb 23 an epidemic and a state of national alarm were declared. All sirens and church bells rang. At a children's hospital, the Secretary of Health and Hospital Director communicated the declaration to media.
Campaign was aired using traditional and digital media helping to alert people to the epidemic.
Vaccination Tents were installed in parks and fairs with informative material.
Information was made available to the community by using a website, with access to a self-diagnosis to know if they were 'infected', with the possibility of offering and sharing ideas for a 'cure'.
A pacific march displaying banners with ideas for a 'cure' provided by the community on the website.
Book edited and delivered to the country's president with possible 'cures' suggested by community.

Documented Results
Every unit of firefighters, national and municipal police, ambulances, and churches helped sound the alarm throughout the nation.

In less than an hour every television news department was covering the epidemic. Coverage was also given by radio stations, blogs, and other mass media. PR Value: $675,000

75 Radio stations transmitted the alarm live on-air.

The central event was backed up by the presence and support of the Ministry of Health, Social Security, the Police Force, and the Conference of Episcopal Churches.