Sic Noticias Promo, Case study THE GOOD NEWS NETWORK by Leo Burnett Iberia Madrid

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Industry TV Channels/Radio Stations and Programmes, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Portugal
Agency Leo Burnett Iberia Madrid
Director Ricardo Albiñana Jr.
Creative Director Renato Lopes
Art Director Thiago Cruz E Pedro Hefs
Copywriter Erick Rosa, Fernando Duarte, Steve Colmar
Editor João Rebelo
Released September 2012

Credits & Description

Category: Corporate Responsibility
Advertiser: SIC NOTICIAS
Product/Service: TV NEWS CHANNEL
Creative Director: Erick Rosa, Renato Lopes (Leo Burnett Iberia)
Art Director: Thiago Cruz, Pedro Hefs (Leo Burnett Iberia)
Copywriter: Erick Rosa, Steve Colmar (Leo Burnett Iberia)
Account Executive: Mafalda Coelho (Leo Burnett Iberia)
Production Director: Cristina Almeida (Leo Burnett Iberia)
Tv Producer: Hugo Lage (Leo Burnett Iberia)
Producer Company: (Albiñana Films)
Executive Producer: Paula Maluf (Albiñana Films)
Director: Ricardo Albiñana (Albiñana Films)
Photography Director: Ricardo Albiñana (Albiñana Films)
Editor: João Rebelo (Albiñana Films)
Post Production: (Light Films)
Sound Production: (Dizplay)
Digital Production: Pedro Martins, Monica Rocha (ARCWW)
Jornalist: Luis Ferreira Lopes
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: TV - Sic Noticias - 15/01/2011
Media placement: Internet - Website - 15/01/2011

Summary of the Campaign
What can a TV News Channel do in a time when people only receive bad news? SIC Noticias, a Portuguese TV News Channel, created The Good News Network. A project made to give the best news one can get in a time of crisis: a job.

The challenge was to find a solution for the bureaucracy around the recruitment process inside the companies. To make sure the unemployed would actually reach the person who has the power to decide, we put them to read out loud their resumes on national TV. After it, viewers were invited to visit the website The website worked as a database of unemployed people, where employers could search for the people they need.

The Good News Network had thousands registered who they set out to interview. One of the unemployed featured in the TV spot has just been contacted for his first interview in over three years. In times like these, this TV News Channel had the best result they can get: they gave some good news.

The Situation
The crisis hit Portugal severely; everywhere you look, you see bad news. Be it in newsstands or on TV, it’s impossible to avoid them.

But if people only receive bad news, who’s better than a TV News Channel to help generate some good ones? That’s exactly why SIC Notícias created this project.

The Goal
The Good News Network is a project created by SIC Notícias to give the best news one can get in a time of crisis: a job.

The only problem is: these days the resume of the unemployed have a long and torturous way to go until it reaches the person who has the power to decide.

The Strategy
To solve this, the Good News Network created a shortcut in the bureaucratic recruitment process.

The strategy was to put the unemployed where decision makers cannot ignore: the highest rated TV News Channel in the country.

It all started with an unusual TV campaign. Instead of a regular tv spot, during a month we used the space so the unemployed could read their resumes as they were introduced by the Financial Editor of the channel.

At the end of it, people were invited to visit the website On this website, the unemployed could upload their resumes
while employers could search for the people they need.

Documented Results
In a few weeks thousands of people were registered. And the contacts for interviews just keep coming.

Oswaldo, one of the unemployed people featured in the TV spot
has just been contacted for an interview. The very first in person interview in over three years of unemployment.

At a time when people only received bad news, a TV News Channel had the best result they could ever expect: they gave some good news for a change.