ADVERTISING

Anthem for Inclusion

Agencies: HOY by Havas HOY Buenos Aires

Description

Some studies show that the difficulty to learn and sing songs is a sign of dyslexia. Many of these signs go unnoticed by parents and schools, resulting in 80% of individuals with dyslexia remaining undiagnosed. To help change this, together with professionals and parents of children with dyslexia, we have modified the Argentine National Anthem.

A close version of the National Anthem was crafted, preserving its essence, with the most common errors children with dyslexia make when singing a song. The goal was to raise awareness, enabling early identification of these difficulties and facilitating diagnosis.

This unique version of the Argentine National Anthem incorporates changes in the performance that mirror the most common alterations experienced by individuals with dyslexia while reading, including substitutions, inversions, contaminations, fragmentations, omissions, and additions in words and phrases.

With the campaign, we achieved coverage in over 50 media outlets organically. Mentions of dyslexia on social media increased by 267%, and we achieved a 91% positive sentiment.
It was so successful that the Anthem was free of rights so that everybody can use it. It has been played on national radios and many schools around the country.
Additionally, we succeeded in getting the issue included in the agenda of the Ministry of Education of the Province of Buenos Aires for 2024, which will help increase the detection of dyslexia cases in schools.

This professional campaign titled 'Anthem for Inclusion' was published in Argentina in October, 2023. It was created by ad agencies: HOY Buenos Aires and HOY by Havas. This Ambient, Audio, and Content media campaign is related to the Education and Other industries and contains 1 media asset. It was submitted 29 days ago.

Credits

Advertiser: Disfam Argentina / VANEDUC
Campaign: Anthem for Inclusion
Advertising Agency: HOY by Havas Argentina
CCO: Elina Méndez
Executive Creative Director: María Luján Donaire
Creative Director: Mariela Pettinati
Head of Craft & Innovation: Hernán Damilano
Art Director: Charlie Meza
Copywriter: Tatiana Dobosz
Press Director: Noelia Lezcano
Account Director: Ignacio Cicciaro
Production Company: HOY by Havas
Director: Hernán Damilano
Production and Editing: Adrián Fernández
Motion Graphics: Gabriela Martínez
Production Coordinator: Marcelo Vega
Music Band: Twins Music
Music and Sound Production: Jerónimo Montalvo, José Violante, Tom Huergo
Guitar: Sebastián Espósito
Voice: Denise Alcazar
Mix: Max Scott
Voice over: Fernando Margenet
Collaborators: Noelia Lezcano, Maximiliano Samaruga
Client Manager: María Arabetti | Vaneduc: Marcela Mosquera, Fernando Bóveda, Celina Castro

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