ATELCA Film, Digital Good Virus by Contrapunto BBDO Barcelona

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Good Virus

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Industry Charities, Foundations, Volunteers
Media Film, Digital, Interactive & Mobile
Market Spain
Agency Contrapunto BBDO Barcelona
Executive Creative Director Carlos De Javier
Creative Director Aleix Bou
Art Director David Planells
Copywriter Aleix Bou, Ariadna Cespedes
Released February 2018

Awards

Caples Awards 2018
Digital B to B - Bronze
Innovation - Bronze
Not for Profit - Bronze

Credits & Description

MEDIA Digital
Alternative titles: Exam Alert ; THE G00D V1RUS
Advertised brand: ATELCA Associació del Trastorn Específic del Llenguatge de Catalunya
Advertising Agency: CONTRAPUNTO BBDO, Barcelona
Geo: Spain
Executive Creative Director: Carlos de Javier
Creative Director: Aleix Bou
Art Director: David Planells
Copywriter: Ariadna Céspedes, Aleix Bou
Technology: Antonio Caparelli, Alex Casas
Account Supervisor: Berta Terés
Agency Producer: Mercè Fernàndez
Production House: El Cangrejo
Post Production: Metropolitana
Sound: Cannonball Sound
Published: January 2018
Synopsis:
The Specific Language Impairment is a great unknown even among the professionals who must diagnose it. ATELCA’s request was to get to an idea that changed this situation.
We spread an Internet virus to university faculties of medicine, teaching, speech therapy and psychology that made students feel as kids with SLI. The virus changed their keyboard’s behaviour. A way to make sure they remembered SLI. Once they had already experienced, the virus uninstalled itself automatically.
Universities spread our virus through our Trojan horse ‘ExamAlert’. When the students downloaded it, the virus self-installed and changed their keyboard to make them experience how a kid with SLI feels.

DATE OF CAMPAIGN 19/11/2017
BACKGROUND
SITUATION:
Specific Language Impairment (SLI) prevents a child from understanding and learning language. It is a syndrome hardly anyone knows, even the professionals who should diagnose it.
BRIEF:
ATELCA asked us for a campaign to raise awareness of this disorder with 0 budget.
OBJECTIVES:
Make SLI visible and also help to the future professionals making them think of SLI when they come across it. Make them capable of diagnose it in the future.
IDEA
Introducing SLI into university curricula is an ongoing process but one that is long and costly. For that we created a virus and spread it in the country’s main faculties of Medicine, Teaching, Speech Therapy and Psychology.
When students wanted to write something their computer responded erratically, making writing impossible. Exactly what happens to the brain of a child with SLI. A memorable way of impacting students who will have to diagnose it in the future and which will make them think of SLI when they come across it.
RESULTS
We hit 85.73% of our target.
With 0€.
The country’s main antivirus (Panda Security) joined the campaign.
We found and impactful and a memorable way of impacting students who will have to diagnose it in the future and which will make them think of SLI when they come across it.