CHANGE PITY FOR JOY by J. Walter Thompson Lima for Hogar Clinica San Juan De Dios

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 July 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: HOGAR CLINICA SAN JUAN DE DIOS
Product/Service: CHARITY TELETHON
Agency: JWT LIMA
Date of First Appearance: Jul 25 2010
Entrant Company: JWT LIMA, PERU
General Creative Director: Fernando Iyo (JWT)
Creative Planning Director: Javier Grana (JWT)
Art Director: Jorge Rocca (JWT)
Copywriter: Juan Pablo Peschiera (JWT)
General Producer: Monica Torres (JWT)
Producer: Eduardo Sasco (JWT)
Planner: Paola Tealdo (JWT)
Account Manager: Alex Traugot (JWT)
Account Executive: Alvaro Montufar (JWT)
General Manager: Milagros Plaza (JWT)
Art Director/Artist: Koening Johnson (JWT)
Media placement: Happenings - Malls / Streets / Parks - 25 July 2010 / 14 August 2010
Media placement: TV - Cable and main local channels - 30 july
Insights, Strategy & the Idea
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, so we needed to change that way of thinking to reach the goal for 2010.
Creative Execution
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, plastic artists and the handicapped kids replaced the fragile crutches for strongly built arms and the restraining wheelchairs for fun vehicles of play.
Results and Effectiveness
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 million 346 thousand 8 soles. TELETON surpassed the goal by 67%, but most importantly, the idea generated a change in attitude in all Peruvians and from now on, they help with a smile.