Hospital Garrahan Promo, Case study PLASTIC CAPS by McCann Buenos Aires

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PLASTIC CAPS

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Industry Hospitals, Healthcare facilities & Medical Services, Environmental & Animal Issues
Media Promo & PR, Case study
Market Argentina
Agency McCann Buenos Aires
Executive Creative Director Damian Kepel, Sebastian Castañeda
Producer Federico Salday
Released September 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: HOSPITAL GARRAHAN
Product/Service: RECYCLING PROGRAM
Agency: McCANN ERICKSON ARGENTINA
Date of First Appearance: Sep 15 2010
Entrant Company: McCANN ERICKSON ARGENTINA, Buenos Aires, ARGENTINA
Executive Creative Director: Sebastián Castañeda (McCann Erickson)
Group Account Director: Santiago Van der Ghote (McCann Erickson)
Account Director: Rosario Padilla (McCann Erickson)
Account Executive: Florencia Sabin Paz (McCann Erickson)
Creative Director / Copywriter: Pancho Esposito (McCann Erickson)
Creative Director / Art Director: Nacho Coste (McCann Erickson)
Producer: Federico Salday (McCann Erickson)
Media placement: TV - SubTV - 18 October 2010
Media placement: Print - El Gráfico Special Edition - 15 September 2010

Insights, Strategy & the Idea
Historically, public health in Argentina has been unprotected and the contributions made by different governments have always been insufficient to change this situation.
Garrahan Hospital, the main national public paediatric hospital, has for several years carried out a plastic caps recycling program with soda caps donated by people in order to raise funds and contribute to the hospital´s official budget.
We had to make this recycling program famous with no budget

Target
The 40 million inhabitants of Argentina. Everyone loves and respect this Paediatric Hospital, so every Argentinean is open to help.

Insight:
Knowing that the possibility of donating a soda cap is within the reach for the 40 million inhabitants of Argentina, we decided to make a simple, persuasive and universal campaign based 100% on the soda cap. So we transform the cap into a clown nose, symbol of happiness for every child. It became famous.

Creative Execution

Taking this nose-cap as the symbol for the campaign, we developed the slogan “You can make a child happy with very little. Donate your caps to Garrahan Hospital.”
First step was to make it famous with no budget.
For the 5-th date of the Argentine soccer tournament, all the teams of the first division went out to the field with the caps on their noses and a flag with the campaign’s slogan.

Second step..
PRINT/OOH: with the most outstanding figures of music, dance, movies, sports and show business wearing the cap-nose, creating strong bond and identification.
TV/RADIO: with a real Garrahan hospital nurse.
INTERNET: We created an application in social networks so that everyone can add a soda cap to their pictures expanding the campaign to all their contacts.
AMBIENT SMALL SCALE: We were also present in the main commercial malls in the fitting rooms and in the rest rooms mirrors.

Results and Effectiveness
The cap-nose became Famous & the recycling program is known everywhere in Argentina.
This program is now a very important help to the official budget of the hospital.

Results:

- 284 celebrities participated for free in the campaign.

- Different national and International print and television media covered, spontaneously, the initiative for the equivalent of a millionaire advertising campaign.

- Thousands of people uploaded their pictures with the clown noses to the social networks. (http://donatustapitas.com.ar/#/galeria)

- Expenditure by Garrahan hospital: $0.

- By the end of 2010, collection of plastic caps increased 28%, reaching 1415 tons of plastic caps received.