Fundacion Colombianitos Promo, Case study COLOMBIANITOS by Initiative

COLOMBIANITOS

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Industry Public awareness
Media Promo & PR, Case study
Market Colombia
Agency Initiative
Released September 2012

Credits & Description

Category: Best Use of Media Relations
Advertiser: FUNDACIÓN COLOMBIANITOS
Product/Service: PLAN PADRINO (SPONSORSHIP PLAN)
Vice President, Andean Region: Paulina Parra (Initiative)
President: Angela Patricia Janiot (Fundación Colombianitos)
Program Director: Juan B Piqué (Fundación Colombianitos)
WW Operation Officer: Juliana Sarria (Initiative)
PR Executive: Luisa Mayoral (Initiative)
Digital and Content Director: Carolina Sandoval (Initiative)
Management Assistant: Beatriz Herrera (Initiative)
Manager of Negotiations: Andrés Bolívar (Initiative)
Chief of Negotiations: Javier García (Initiatative)
Service Client Director: Jose W. Betancur (Initiative)
Buyer: Claudia Restrepo (Initiative)
Account Planner: Julián Perea (Initiative)
Media placement: OOH - Billboards and screens - Efectimedios - 30 Sept, 2010
Media placement: Print - Magazine releases - La Tarde, El Colombiano, La Patria, El Espectador, La República, Cromos, Nueva, - 1 Oct, 2010
Media placement: Print - Press releases - El Espacio, El Nuevo Siglo, El Colombiano, La Patria, El Espectador, La Repúblic - 1 Oct, 2010
Media placement: Radio - Spots - Todelar, Energía, Radio Continental - 1 Oct, 2010
Media placement: TV Spots - Caracol TV, RCN, Canal UNO, Telecafé, Telecaribe - 7 Oct, 2010
Media placement: Digital - RCN, MSN, Yahoo, ICCK, Ennovva - 1 Oct, 2010

Summary of the Campaign
Through the “Plan Padrino" (The Sponsor Plan), Colombianitos Foundation aims to provide educational and recreational support for socially disadvantaged children in Colombia.

Challenge: Increase number of sponsored children by 10%. We had to make it BIG, understanding they had $0 advertising budget.

Strategy: Use our solid media relations to convince the leading media owners in Colombia to support us with free spots and air time.

Results:
- More than 70 media inserts including TV, radio, newspapers, magazines, outdoor and digital supported the “Plan Padrino” campaign.
- We raised more than $US 700,000 in free spots and air time
- We increased by 13% the number of sponsored children in only four months.

The Situation
Very few people know about the existence of “Plan Padrino" (The Sponsor Plan) of the Colombianitos Foundation in Colombia. Our challenge was to create awareness around the Plan and increase the number of sponsored children by 10%. And do all this, with $0 advertising budget.

Colombianitos Foundation aims through sponsorship to provide educational and recreational support for socially disadvantaged children in our country.

The foundation has special non curriculum programs such as sports and music lessons to enable underprivileged children to reach their full potential as productive, caring and responsible citizens.

The Goal
In a country like Colombia, opportunities do not come very often to disadvantaged children. Many can barely afford education, which leaves them exposed to illegal activities and bad influences.
Nevertheless our research showed us that more than 58% of Colombians are willing to participate in social projects. So we had to something about this!
Understanding that the future lies in the hands of our children, we decided to create a movement around the “Plan Padrino”, we had to make it BIG!

The Strategy
We created a communications strategy that involved more than 70 different media, including TV, Radio, Digital and OOH. We found partners that donated their time and talent to produce all the creative actions.

Our solid media relations helped us convince the leading media owners in Colombia to support us with free spots, ensuring the campaign had maximum reach and exposure. We united the advertising industry in Colombia with a common goal: a brighter future for our children.

Execution
In order to make it big, we launched the campaign during the XVI Advertising Congress in the beautiful city of Cartagena on the Caribbean coast of Colombia.

In the presence of our most important clients and some of the most influential people around the media and advertising business, we unveiled the campaign and asked for their support.

We made it impossible for them to give us NO as an answer, when we brought a group of actual Colombianitos to the event.

They touched everyone's hearts and surprised our guests with a musical show and a soccer display. A vivid example of what they've learned while being sponsored in the "Plan Padrino."

Documented Results
More than 70 media including TV, radio, newspapers, magazines, outdoor and digital supported the PADRINO PLAN campaign by donating spots and free air time to support the broadcasting of this campaign.

We managed to raise more than $US 700,000 in free spots and increased the number of children within the PLAN PADRINO program by 13% in only four months.

It is now demonstrated that when the world of advertising and media come together to support a noble cause, the results are unprecedented.

We will keep using our solid media relations to become active change agents in our country.