Fundacion Padre Hurtado Promo, Case study BLANKET NEWSPAPER by Prolam Y&R Santiago

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Chile
Agency Prolam Y&R Santiago
Executive Creative Director Cristobal Arteaga, Alvaro Becker, Francisco Cavada
Art Director Joaquin Molina
Released July 2011

Credits & Description

Category: Best Use of Print
Agency: PROLAM Y&R
Media Agency: YOUNG MEDIA, Santiago, CHILE
Executive Creative Director: Alvaro Becker (Prolam Y&R)
Executive Creative Director: Francisco Cavada (Prolam Y&R)
Head Of Art: Emerson Navarrete (Prolam Y&R)
Art Director: Joaquin Molina (Prolam Y&R)
Media placement: Special Sized Newspaper - El Ciudadano - July 1st 2011

Insights, Strategy & the Idea
Create social awareness on the situation that many people suffer from poverty and install it as a topic of discussion.
The objective public is all the Chilean society that don´t see this reality.
The strategy is to sensitise by a crude and real form

Creative Execution
We publish an insert– notice format- in the “Ciudadano” newspaper by the concept “the newspapers cover news at day and people at night”. With this notice the homeless can be covered with the paper like a sheet.

Results and Effectiveness

The execution takes relevance showing the crude reality of these people that live in the street.
This execution is sufficiently strong to catch the attention of target.
Achieves the objective to put the audience in the place of the homeless