NOT UNDERSTANDING ANYTHING MEANS YOU UNDERSTAND EVERYTHING by Gaps for Government Of Navarra And Ministry of Work And Immigration

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NOT UNDERSTANDING ANYTHING MEANS YOU UNDERSTAND EVERYTHING

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Industry Public awareness
Media Promo & PR, Case study
Market Spain
Agency Gaps
Creative Director Juan Antuñano
Art Director Pedro Marrodan
Released October 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: GOVERNMENT OF NAVARRA AND MINISTRY OF WORK AND IMMIGRATION
Product/Service: IMMIGRATION AWARENESS CAMPAIGN
Agency: GAP'S
Date of First Appearance: Oct 19 2010
Entrant Company: GAP'S, Pamplona, SPAIN
General Creative Director: Rafael Rodriguez Galobart (Gap's)
Creative Director: Juan Antuñano (Gap's)
Account Manager: Sonia Ledesma (Gap's)
Account Manager: Tamara Ros (Gap's)
Account Manager: María Egaña (Gap's)
Writer: Ane Izaola (Gap's)
Art Director: Pedro Marrodán (Gap's)
Digital Director: Kike Avizanda (Gap's)
Writer: Carla Garraus (Gap's)
Media placement: Online - Www.diariodenavarra.es - 19-10-2010
Media placement: Press - Diario De Navarra / Diario De Noticias - 19-10-2010
Media placement: Tv - Canal 4, Popular TV - 19-10-2010
Media placement: Radio - Onda Cero, Cope, Ser - 19-10-2010

Insights, Strategy & the Idea
The goal of the campaign is to present the cultural mediation plan
Create awareness between the public about one of the major obstacles to integration, language.

The target is the society of Navarra, a population that has seen tripled the number of immigrants in the last decade.

The insight was to make the people feel the confusion that immigrants feel when they are in contact with a new society and a foreign language.

It was very important for the client, who fulfilled the objective to convey the importance of the Linguistic Mediation Plan, as well as for the target group that understood the need for the Plan by suffering in their own skin with the handicap of language.

Creative Execution
The concept used was “Not understanding anything means you get the message”.
We developed a comprehensive campaign that would not have been possible without the cooperation of the mass media and the interpreters of the Immigration Office, who participated as editors, newsreaders and broadcasters in making this campaign possible.

So, on 19 October the city awoke to find the front and back pages of the main newspapers written in Rumanian, Arabic or Bulgarian, languages of the 3 main immigration groups in the region
The main TV channels and radio stations opened their news programmes in totally incomprehensible languages.
Online editions didn’t escape from the phenomenon (news, banners, etc.)
After the initial moment of perplexity, the media themselves explained the action.
The effect was groundbreaking and innovative. Citizens were made aware of the handicap of language for the integration of immigrants.
This work would have been impossible without the integration of the translation team of the Immigration office with the Online Editors, Print Editors, Radio and TV.

Results and Effectiveness
This campaign is very novel given its spectacular nature and the impact of the action, as well as the added complication of getting the media together with the cooperation of the Immigration Office, to permit and contribute in varying the original format and thus participate in the initiative.

The action was very captivating and had sweeping repercussions on the media (Social networks, radio, press, TV and internet) and in society itself.

The campaign has been acknowledged as a model of good practices by the European Union as part of the European Integration Project, EWSI.
CdeC (Club de Creativos) Award was chosen among the 7 best Spanish publicity ideas 2010.