Hogar Clinica San Juan De Dios Promo, Case study CHANGE PITY FOR JOY by J. Walter Thompson Lima

CHANGE PITY FOR JOY

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Peru
Agency J. Walter Thompson Lima
Art Director Jorge Rocca
Copywriter Juan Pablo Peschiera
Producer Eduardo Sasco
Released September 2012

Credits & Description

Category: Charity and Not for Profit
Advertiser: HOGAR CLINICA SAN JUAN DE DIOS
Product/Service: CHARITY TELETHON
General Creative Director: Fernando Iyo (JWT Lima)
Creative Planning Director: Javier Grana (JWT Lima)
Art Director: Jorge Rocca (JWT Lima)
Copywriter: Juan Pablo Peschiera (JWT Lima)
General Producer: Monica Torres (JWT Lima)
Producer: Eduardo Sasco (JWT Lima)
Planner: Paola Tealdo (JWT Lima)
Account Manager: Alex Traugot (JWT Lima)
Account executive: Alvaro Montufar (JWT Lima)
General Manager: Milagros Plaza (JWT Lima)
Art Director / Artist: Koening Johnson (JWT Lima)
Media placement: RPP Noticias - Radio - 15 August
Media placement: Diario El Comercio - Newspaper - 15 August
Media placement: Diario Peru 21 - Newspaper - 15 August
Media placement: Diario El Trome - Newspaper - 15 August
Media placement: La Republica - Newspaper - 03 August
Media placement: La Republica - Newspaper - 15 August
Media placement: El comercio - Newspaper - 15 July
Media placement: Channel 2 - TV Network - 15 August
Media placement: Channel 4 - TV Network - 15 August
Media placement: Channel 9 - TV Network - 15 August
Summary of the Campaign
Last year, Teleton didn’t reach its goal of 2 million sales.
This year, the challenge was to find the way to reach it.
We discovered that the formula "give pity, then ask for help" was an invention of advertising and not a reflection of what the kids really wanted: to share their joy.
We needed to change that way of thinking to reach the goal in 2010.
The Situation
The main problem was how to to open up reality and stop creating pitiful, traditional campaigns with traditional media.
For years, the brand haven't achieved their goals, we needed to call for the attention of Peruvians, and we did it.
The Goal
The goal has two dimensions:
1. Reach 2 million soles, aprox 700,000 US$
2. Change the way people see handicapped kids.
The Strategy
Based on the concept "Change Pity For Joy", we decided to focus our attention on the very same objects that cause people to pity the kids: their heavy wheelchairs and cold crutches.
The team formed - between the agency’s creative team, artists and the handicapped kids - replaced the fragile crutches with strongly built arms and the restraining wheelchairs with fun vehicles for play.
Execution
With the fragile crutches replaced by strongly built arms, and the restraining wheelchairs by fun vehicles for play, we went to malls, parks, streets and surprised people. We managed to change pity into joy. Then the idea spread through traditional and social media.
Documented Results
- The activation and TVC had more than 11,000 fans in the first 48 hours.
- Plenty of mass media covered the event and the total amount of money raised was 3,346,008 soles.
- Teleton surpassed the goal by 67%, but most importantly, the idea generated a change in the attitude of all peruvians, and from now on, they help with a smile.