Telefonica Promo, Case study KID RESCUE by Y&R Bogota

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Colombia
Agency Y&R Bogota
Creative Director Diego Suarez, Jorge Millán
Art Director Alejandro Narvaez, Fabián Marrugo
Released April 2011

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: TELEFONICA
Date of First Appearance: Apr 15 2011
Entrant Company: Y&R COLOMBIA, Bogotá, COLOMBIA
Entry URL:
Creative VP: Mauricio Rocha
Creative General Director: Tito Chamorro
Creative General Director: Victor Osorio
Creative General Director: Julian Jaramillo
Creative Director: Jorge Millan
Creative Director: Diego Suarez
Coprywriter: Sebastian Sanchez
Art Director: Fabian Marrugo
Art Director: Alejandro Narvaez
Development and Programming: Sergio Gaitan
Development and Programming: Camilo Paez
Development and Programming: Carlos Rosales
Motion Graphics: David López
Web designer: Leonardo Carrasco
App Development: Fonkie Monkie
Executive Director: Gabriel Robles
Media placement: Mobile - Iphone - 15 april

Insights, Strategy & the Idea
Colombia has 1.6 million uneducated children, half of which work on the streets. Our challenge is to reduce child labor in Colombia but we face a tactical problem—identifying and geo-locating these children.

Creative Execution
A smart phone application that empowers everyone to denounce child labor.
Using our application you can help by following three simple steps:
1. Geo-reference the child
2. Take a picture
3. Enter the child's information
The information is uploaded to a website creating a real-time data system exclusively accessible to social workers of Fundación Telefónica—enabling them to evaluate each case before taking action.

Results and Effectiveness
Using two existing platforms and minimizing costs for our client we were able to create an immediate solution to a real problem. Hundreds of people are now downloading our app and denouncing child labor throughout Colombia.