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Baby Pacifiers

basics
Industry: Public interest & Non-profit
Media:Promotion & Event
Market:Colombia
Style: Minimalism
descriptioncnen
Results and Effectiveness:
For this campaign, the investment was of 7 helicopters, 3 airplanes, 960 flight hours, 17,800 gallons of fuel, 72 soldiers of the Colombian Military Forces during 4 months 2 times per week. A worthy investment if we managed to reintroduce female guerrilla members to civilian life; it was not enough to give 62 women their freedom back - 2 of them have already given birth and 6 more babies are on their way.

Creative Execution:
7,000,000 pacifiers were thrown from airplanes and helicopters in zones and routes of frequent guerrilla presence with a strong and clear message: IF YOU ARE PART OF THE FARC, YOUR BABY WON´T BE BORN TO ENJOY SOMETHING AS SIMPLE AS THIS.

Insights, Strategy and the Idea:
Reintroducing female guerrilla members from an illegal armed group known as FARC. But the biggest challenge was to deliver the message since they are hidden in the middle of the jungle and they have neither television nor radio and they are isolated from the civilian world.
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Account Supervisor:
Other credit:Creative Vice President: Maria Teresa Fernandez
awards
Cannes Lions International Festival of Creativity 2010
Bronze Media
Use of Media/Best Localisation Campaign
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