MARICON by BBDO Santiago for Servicio Nacional De La Mujer

MARICON

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Industry Against violence
Media Promo & PR, Case study
Market Chile
Agency BBDO Santiago
Creative Director Rodrigo Peralta
Art Director Claudio Campistó - Sergio Araya Caneo, Sergio Araya-Roberto Nawrath-Carlos Auger
Copywriter Rodrigo Cid-Cristian Lopez
Released November 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: SERVICIO NACIONAL DE LA MUJER / GOBIERNO DE CHILE
Product/Service: ANTI-DOMESTIC VIOLENCE CAMPAIGN
Agency: BBDO CHILE
Date of First Appearance: Nov 10 2010
Entrant Company: BBDO CHILE, Santiago, CHILE
Chief Creative Director: Javier English (BBDO)
Creative Director: Rodrigo Peralta (BBDO)
Copywriter: Rodrigo Cid (BBDO)
Art Director: Sergio Araya (BBDO)
Account Director: Juan Aballay (BBDO)
Art Director: Roberto Nawrath (BBDO)
Art Director: Carlos Auger (BBDO)
Media placement: TV CAMPAIGN 3 SPOTS - TVN, CANAL 13, CHV, MEGA - 10 Novembre 2010
Media placement: RADIO ADS - IBEROAMERICAN RADIO - 10 Novembre 2010
Media placement: PRESS ADS - LUN, PUBLIMETRO - 10 November 2010
Media placement: BANNER - EMOL.COM, LA TERCERA.COM - 10 November 2010

Insights, Strategy & the Idea
The Government of Chile, through the National Women's Service (SERNAM), asked us to urgently put the issue of domestic violence in public discussion.

LOCAL WARNING MESSAGE

In Chile, the word MARICON has two meanings:

1.MARICON: coward.
and
2. MARICON: It is a vulgar and derogatory way to call a homosexual.

THE INSIGHT

The insight arises from the prejudiced view of Chilean society that called MARICON to ordinary citizens, honest and valuable men, whose only "sin" is to be homosexual.

Creative Execution
THE MESSAGE

MARICON is not gay
MARICON is the one who mistreats a woman.
As a society, we should say it to those who deserve it.


CAMPAIGN

Using mass media such as television, print and radio, the most famous Chilean homosexual, the famous photographer and television personality, Jordi Castell, was invited to give the message, followed by other characters.

Results and Effectiveness
RESULTS

The campaign had an impressive impact at the national level.

The news dealt with the issue since the first day of the campaign.

Television coverage, political, debate, gay leaders defending the idea, the more conservative protest against it = national stir.

Impact on print media, many posts talking about it, social networks and all types of digital media.

More than 30 content pages are generated spontaneously in Google, and # MARICON becomes Trending Topic on Twitter.

Moreover, the message had an impact on media as prestigious as the BBC and Antenna One of Spain, making international coverage ...

AND MOST IMPORTANT OF ALL

The reports of assaults by women increased by 40%.

(Source: Sernam.cl / Terra.cl).