UNICEF (United Nations International Children’s Emergency Fund) Promo, Case study PETITION BILLBOARDS by Pages BBDO Santo Domingo


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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR, Case study
Market Dominican Republic
Agency Pages BBDO Santo Domingo
Creative Director Dilia Luna
Art Director Alvaro De Oleo, Elena Vargaz
Released August 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: UNICEF
Product/Service: CHARITY
Date of First Appearance: Aug 15 2010
Entrant Company: PAGÉS BBDO, Santo Domingo, DOMINICAN REPUBLIC
Vice President/ Chief Creative Officer: Rodolfo Borrell (Pages BBDO)
Creative Director: Dilia Luna (Pages BBDO)
Art Director: Alvaro de Oleo (Pages BBDO)
Art Director: Elena Vargaz (Pages BBDO)
Copy: Lissette Guzman (Pages BBDO)
Account Director: Mahogani Armentero (Pages BBDO)
Account Executive: Monica Guillen (Pages BBDO)
Copy: Paola Garces (Pages BBDO)
OMD: Belkis de la Cruz (General Media Director)
OMD: Kimberly Guevara (Media Director)
OMD: Sanly Aristy (Media Planner)
Media placement: Outdoor Billboards - Transit Stations, Universities, Parks, Malls. - 15 August 2010

Insights, Strategy & the Idea
In 2010, UNICEF asked us to create a petition campaign that would gather signatures to demand from the Dominican government an effective system for the protection of minors.

People have always seen petitions as a sheet and a clipboard but they don't really know how adding their name can help the cause. Our billboards were a visual representation of how their names, united with others could stop abuse towards Dominican children.

Creative Execution
In order to demonstrate how peoples’ signatures could make a difference, we created direct response billboards depicting a child about to be abused. The billboards invited people to sign their name inside an outline between the victim and the aggressor. When complete, the silhouette of a person became visible, demonstrating how their names could help stop child abuse. The billboard read: “with your help we can stop this”, if people wanted more information the billboards directed them to a website.

Results and Effectiveness
The action got free exposure from different media channels and through people on social networks, generating buzz for the campaign. In six weeks, over 4,000,000 signatures were gathered. Today, the Dominican government is working on an improved system for the protection of minors.