Description
Background:
In Costa Rica, thousands of girls miss school when they are on their period because they lack the economic resources to buy menstrual products. Due to this, Nosotras Women Connecting, an NGO that promotes women's rights, proposed a bill that aimed to provide these products for free in schools.
We had to convince the 57 congresspeople to sign a law that wasn't even on their radar.
Finding:
Although we conducted a 360° multimedia advertising campaign to capture their attention…of the congressmembers, they ignored us; their focus was elsewhere... Their cell pones.
Idea:
We managed to find the phone numbers of the 57 congresspeople and added them one by one to a WhatsApp group named "Thank you Congressmembers🙏".
In this group, Costa Rican girls tagged them and thanked them in advance for signing a law that would change their future forever.
5 days after creating the WhatsApp group, the bill was brought to debate and became law.
This professional campaign titled 'Welcome To The Group' was published in Costa Rica in March, 2024. It was created for the brand: Nosotras Women Connecting, by ad agency: PHD. This Direct medium campaign is related to the Health, Public Interest, and Public Utility industries and contains 2 media assets. It was submitted about 2 months ago by Creative Director: Cristian Camilo Diaz of PHD.
Credits
Advertising Agency: PHD COSTA RICA
CEO: Alan Vainrub
Managing Director: Miguel Pava
Planning Director: Mónica Blanco
Head of Planning: Angélica Travecedo
Creative Director / Copywriter: Cristian Camilo Díaz
Art Director: Alexander Salazar.
Producer: Avenida Films / Kaiju Creators
