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We Belong to Each Other

We Belong to Each Other | Telerama Tv | Grey
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basics
Industry: Professional & Public services
Media:TV & Cinema
Style: Minimalism
descriptioncnen
Synopsis
In Ecuador, like many countries in Latin America, when women get married they change their last name to their husbands' by adding the word ""de"", which means “belongs to”. But if married men want to adopt their wives' last name, they cannot do it legally. Our purpose was to put men in the same situation as women, in order to start a debate and obtain their reactions along with the opinion of the audience.
Strategy
The strategy was to create a TV stunt during live interviews with local personalities in order to generate awareness based on the reactions of the married male guests after their last names were mistaken on purpose.
Relevancy
We used TV entertainment and created a stunt to start a debate about a subject that had never been discussed before. A group of TV anchors, which are also Key Opinion Leaders, helped us to surprise our guests by intentionally changing their last names for those of their wives and then asking how they felt about it.
Outcome
- Our debate helped the law in article #82 to finally get removed from our Civil Registry Legislation. - We reduced the number of women using the preposition "de" by 80%. - Our debate created $2,152,360.00 in free press.
Execution
We picked 3 shows from Telerama TV and Max Digital TV and invited several married male guests. During a live interview, the anchors surprised their guests by intentionally mistaking their last names with their wives' and adding ""de"". The stunt was performed during two months, approximately. The guests included celebrities from Ecuador, such as one of the most famous pop singers, and notable personalities from areas including Arts, Medicine and Business.
CampaignDescription
During the most watched TV shows in Ecuador, the anchors surprised their married male guests by intentionally switching their last names with the ones of their wives and adding the word "de". The idea was to level the bar between men and women and send a clear message: nobody belongs to anyone. So, if married women decided to use the preposition "de", then men should feel comfortable using it as well.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Entertainment
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