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Inclusion since the first day

basics
Industry: Beauty & Health
Media:Cyber
Style: Minimalism
descriptioncnen
Why is this work relevant for PR?

The campaign use a powerful and moving insight to engage with de new parents. Changing our packaging we inspiring them and the society to build a inclusive world.
Changing our packaging was the news with the greatest impact in the entire industry, generating an impact on the press, TV and social networks. During the first months of the campaign, everyone talked about us and about inclusion.

Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including:

No restrictions for the campaign.

Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness?

We change our packaging to change a social paradigm, inclusion can not keep waiting. It has to start from the day children arrive in the world. That's why we invite two children with down syndrome to join other babysec children. To demonstrate that they deserve the same opportunities.

Background

Getting the news that your child will have Down Syndrome it’s something that scares any parent. This fears lives everywhere, even in the supermarket where you can see that those childrens will not have the same possibilities than the others.

Describe the creative idea (20% of vote)

We invited two babies with Down Syndrome to be a part of our packaging, because inclusion should start from the moment they arrive in the world.

Describe the strategy (30% of vote)

We formed alliances with different NGO in Latin America and launched our campaign on TV and Social Media in
different countries. At the same time we worked with the mayor drugstores and supermarkets to put our product available in the most places possible.

Describe the execution (20% of vote)

The first campaign was launched in Chile, then joined by seven more countries of latinomerica. In August of 2018 we communicated the news with a commercial of 2 minutes on TV and social networks. Then we put the diapers in the supermarket chains and largest pharmacies in each country and to date there are 55 million containers in the market being purchased and shared on social networks.

List the results (30% of vote) – must include at least two of the following tiers:

8 NGO

55 millions of packagings in the supermarket shelf until this day.

2500 % increase of interactions in social media.

10 millions views in the first week.

40 millions media impresions.

#CompromisoBabysec became Trending Topic on Twitter.

The supermarket shelf today looks more that the future we want.
credit
Brand:
Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2019
Shortlist Health & Wellness
Corporate Image & Communication
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