GLITTER by DDB Bogota for MINISTERIO DE LA PROTECCIÓN SOCIAL

GLITTER

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Colombia
Agency DDB Bogota
Creative Director Juan Carlos Espitia, Alfonso Diaz, Juan Carlos Palma
Art Director David Moreno
Copywriter Manuel Bordé
Released October 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: MINISTERIO DE LA PROTECCIÓN SOCIAL
Product/Service: SWINE FLU PREVENTION
Agency: DDB COLOMBIA
Agency: KEY PEOPLE
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: DDB COLOMBIA, Bogotá, COLOMBIA
Entry URL: http://podersobreelah1n1.com/
Vice President Creative: Maria Teresa Fernandez (DDB Colombia)
General Creative Director: Mauricio Rocha (DDB Colombia)
General Creative Director: Juan Pablo Navas (DDB Colombia)
Creative Director: Juan Carlos Espitia (DDB Colombia)
Creative Director: Juan Carlos Palma (DDB Colombia)
Creative Director/Copywriter: Omar Romero (DDB Colombia)
Copywriter: Manuel Bordé (DDB Colombia)
Art Director: David Moreno (DDB Colombia)
Account Executive: Jorge Becerra (DDB Colombia)
Media placement: Flyer - BTL X 8 Colombian Cities. - 01/10/2009

Results and Effectiveness
May 2009, 40 % of the population thought that the media was speculating about the reality of the virus. Thanks to the campaign, in December 2009, that perception decreased to 14 %. May 2009, chest pain when coughing, wasn´t recognised by the Colombian population as one of the 4 symptoms to be aware of the AH1N1 virus. In December 2009, 20% recognised this symptom as a trigger to get medical consultation. Finally, the campaign obtained a total of 181 publications of free press in a period of nine weeks. The quantifications of these publications raced to US$250,000.

Creative Execution
A simple message framed the communication during October, November, December 2009 on the streets of 8 Colombian cities. The AH1N1 virus passes on, but with the information you have the power over it. We searched a DEMO that in an intrinsic way represents how easily the virus can spread (surface, air, hands, etc): Glitter. The sticky condition of the virus forced the people that caught the disease, to share the story in any moment of the day, and this is how they shared the message and made it spread through all the society. This message was always linked to the URL (www.podersobreelah1n.com) and a telephone line where you can find information about the symptoms and the rights that people have as patients, everything that is needed to empower every one that has been contacted by the campaign could give reliable information to face the virus.

Insights, Strategy & the Idea
Since April 2009 the world started living the pandemic virus AH1N1. Its effects in the world have brought a high number of deaths and Colombia has not been the exception. This was the reason for the Colombian Government to promote a campaign with its main objective being informing Colombians about the characteristics of this new virus. Apart from this, it was necessary to confront the lack of credibility of the population against the disease. This situation was generating disinformation that increased the risks of getting it and as a result the death of infected people. For this we developed a campaign with 3 objectives: -Generate awareness on the population about the reality of AH1N1 -Identify the alarm symptoms -Establish the cares and actions to take in case of infection