Fundacion Bolivar-Davivienda Promo, Case study YOUTH OUT OF THE CONFLICT by Leo Burnett Bogota

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Industry Cinemas, Theatres & Concert Halls
Media Promo & PR, Case study
Market Colombia
Agency Leo Burnett Bogota
Director María Fernanda Valencia, Daniel Maldonado
Creative Director Alexis Ospina, Carlos Guerra Oviedo -Sergio Araya
Released January 2010

Credits & Description

Category: Corporate Responsibility
Chief Creative Officer:: Rodrigo Dávila (Leo Burnett)
Executive Creative Directors: Mauricio Sarmiento-Fernando Hernandez-German Espitia (Leo Burnett)
Creative Director: Carlos Oviedo (Leo Burnett)
Creative Director: Alexis Ospina (Leo Burnett)
Account Supervisor:: Catalina Delgado (Leo Burnett)
Executive Director: Fernando Cortés (Fundacion Bolivar Davivienda)
Communications Supervisor: Claudia Espinel (Fundacion Bolivar Davivienda)
Director: María Fernanda Valencia (MFV Comunicaciones)
Director: Daniel Maldonado (LA LIGA)
Account Executive: Clara Echeverry (Leo Burnett)
Media placement: Press Event For Pre-Launched Activity - Cartagena Music Festival - 5 January 2010
Media placement: Press Releases Every Weeks -,, - Since 20 March To December2010
Media placement: Nacional Summon Events - Batuta Musical Center In 32 States - Since 20 March To April 2010
Media placement: TV, Radio, Posters, Tickets For FJC Tour 2010 - Caracol TV, RCN Radio, 9 Theater In Colombia. - 10 June To 25 July 2010
Media placement: Freepress -,, Caracol Noticias - Since 20 June 2010
Media placement: Musical Tour Colombian Youth Philharmonic - 9 Theaters In Colombia, Ticket Distribution Company: - 10 June To 25 July 2010

Summary of the Campaign
Bolívar Insurances and Davivienda Bank are companies of the same financial group, who created a new foundation (Bolivar-Davivienda Fundation).

Our objective was to announce this new organization with a social action that generates well-being to the whole country.

The Situation
According to the United Nations, in Colombia 14,000 children are soldiers for illegal armed forced groups. Ranking Colombia fourth in countries with more "underage soldiers” in the world.

The Goal
Our objective was to announce this new organisation with a social action that generates well-being to the whole country. Our target was the public youth of small cities of places near the war conflict in Colombia. Our goal was to create a Philharmonic with 62 Colombian Youths, then use the best PR strategies to gain media exposure to make these children aware of an opportunity to get out of the conflict.

The Strategy
We decided to give the children the opportunity to exchange their weapon, for a musical instrument. We created the first Colombian Youth Philharmonic and called on more than 26,000 children and young prospects (reaching 105 cities and municipalities, 32 Colombian states, 284 orchestral Centers, 280 pre Orchestra Teachers, 196 Teachers instrumental areas, 200 project officers and administrative assistants). Delivering the most ambitious project of classical music of Colombia.

During 26 days of activity:
- We gave out more than 25,000 leaflets.
- selected a 62 first-class international jury.
- Offered 53 practices (rehearsal sessions) to the young talent, with 130 hours of lessons with the best teachers in the world of classical music.
- Prepared a launch tour, bringing the classical music of these talented musicians to 9 cities in Colombia. An estimate that more than 10 spectators were left out of the concerts.
- Our communication program included actions for Internet, Radio, TV and visits to little towns where we carried out a national summon.
- Our PR program included press releases, press events in each tour city.
- Freepress activity web sites of partners: 17 public and private companies.
- Finally we made a closing concert of the 2010 tour.
- We have now started the new call for the 2011 version of the Colombian Youth Philharmonic with 62 new young members.

Documented Results
• The PR program achieved alliances with the public and private sectors, such as: Foundation of Music Batuta, YOA (Youth Orchestra of Americas) and 15 other companies.
• We received more than 500 video auditions. 275% more than expected.
• Being a highly specialized site, it received more than 60,000 visits, and 23,000 participation formats were downloaded.
• The PR program received USD$400,000 of Freepress for the activity.
• More than 17,000 spectators in 9 free concerts.
• And an invaluable reach of social responsibility from the companies.

• A case of communication and PR, that not only announced a new Foundation, but placed 62 talents out of the conflict (in this first season).