CHIQUITAS by LA FIRMA for SERVICIO NACIONAL DE MENORES

CHIQUITAS

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Industry Charities, Foundations, Volunteers, Against violence
Media Promo & PR, Case study
Market Chile
Agency LA FIRMA
Art Director Daniel Muller, Jose Daniel Gonzalez
Copywriter Matías Ruiz Tagle
Account Supervisor Daniel Arellano
Released October 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: SERVICIO NACIONAL DE MENORES
Product/Service: CHILD ABUSE AWARENESS
Agency: LA FIRMA
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: LA FIRMA, Santiago, CHILE
Entry URL: http://www.casochiquitas.cl
Partner / Chief Creative Officer: Francisco Guarello (La Firma)
Partner / Head of Art: José Luis Estévez (La Firma)
Art Director: Daniel Müller (La Firma)
Art Director: Daniel González (La Firma)
Copywriter: Matías Ruiz Tagle (La Firma)
Account Supervisor: Daniel Arellano (La Firma)
Partner / Account Director: Angélica Minieri (La Firma)
Partner / Chief Executive Officer: Rodrigo Ortega (La Firma)
Webmaster: Valeria Mazo (La Firma)
Translator: Tomás Vidal (La Firma)
Media placement: Internet - Www.relaxchile.cl - 01/11/2009
Media placement: Internet - Www.sexo.cl - 01/11/2009

Results and Effectiveness
The site gets 40,000 single visits per month. Thanks to the information provided by this action, the Chilean Investigation Police is tracking down a number of paedophile suspects. Media effect: The campaign was widely covered in the news and produced great impact in public opinion. It made headlines in newspapers such as El Mercurio, La Nación, Las Ultimas Noticias and Publimetro. It also appeared in 24 Horas, the most important TV news programme in Chile, and Chilevisión made a special programme for it. The Chilean Senate website also covered and commented on the campaign.

Creative Execution
The banner was designed with the visual and verbal concepts that traditionally belong to the sexual services that advertise through the web. The words and images make the user believe it will lead him to an agency that offers sexual services with minors. A big surprise waits for them when they click the banner.

Insights, Strategy & the Idea
In Chile, more than 8,000 kids are sexually exploited. Only 3% of these cases are reported. Chilean Law establishes hard penalties on those who receive sexual services from minors. Strategy: Place “bait” banners on relaxchile.cl and sexo.cl, the two best-known escort service web pages in the country.