DELIVERY HOTLINE by DraftFCB Rio De Janeiro for Disque-Denuncia

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DELIVERY HOTLINE

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Industry Government & Other Authorities
Media Promo & PR, Case study
Market Brazil
Agency DraftFCB Rio De Janeiro
Creative Director Fernando Barcellos, Cristina Amorim
Copywriter Fabio Penedo, Daniel Brito
Illustrator Thiago Di Gregório
Released March 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: DISQUE-DENÚNCIA
Product/Service: CRIME REPORT HOTLINE
Agency: GIOVANNI+DRAFTFCB
Date of First Appearance: Mar 20 2011
Entrant Company: GIOVANNI+DRAFTFCB, Rio de Janeiro, BRAZIL
Chief Executive Officer/Chief Communications Officer: Adilson Xavier (GIOVANNI+DRAFTFCB)
Creative Director: Cristina Amorim (GIOVANNI+DRAFTFCB)
Copywriter: Fábio Penedo (GIOVANNI+DRAFTFCB)
Copywriter: Daniel Brito (GIOVANNI+DRAFTFCB)
Art Director/Illustrator: Felipe Gomes (GIOVANNI+DRAFTFCB)
Illustrator: Thiago Di Gregório (GIOVANNI+DRAFTFCB)
Grafitti Artist/Designer: Tito Senna
Manager Account: Gustavo Oliveira (GIOVANNI+DRAFTFCB)
Advertiser's Supervisor: Zeca Borges (Disque-Denúncia)
Media Director: Erica Campbell (Disque-Denúncia)
Media placement: Graffiti on walls - On the streets in Rio de Janeiro - February 21, 2011

Insights, Strategy & the Idea
The Crime-Report Hotline is a telephone channel through which the Rio population can anonymously inform the Police about crimes. It played a crucial role at the capture of criminals from the Alemão slum complex, the HQ of Rio’s main criminal organisation. Tapping into the positive responses in the media, we decided to create an action that would encourage citizens to continue collaborating with the Crime-Report Hotline, an action that would impact people on the streets.

Creative Execution
In order to get even closer to the population, we turned outdoor walls across town into billboards, by making use of graffiti art, a form of art that used to be marginalised and persecuted by the Police is now fighting crime. Those walls, located at strategic spots in Rio de Janeiro, carried messages and images that encouraged the population to denounce criminals through the phone number of the Crime-Report Hotline.

Results and Effectiveness
The impact was immediate, on the streets, on the media and on the Internet. The population approved of the project: thousands of messages complimenting the action were posted on the website of the organisation, on blogs, and social networks. There was spontaneous coverage by print media, TV and the Internet, doubling the number of phone calls to report crimes in Rio de Janeiro.