Generalitat Valenciana

Stolen Babies - This is not a fairy tale

Agency: Agencia Estimado


The "Generalitat Valenciana" launches the collection of DNA samples to develop a database to locate possible cases of babies stolen from their mothers.

01. The Challenge

Many families have suffered the theft of a family member. The lack of answers and the lack of support from public administrations has made them fight alone to find those children who were taken from them at birth.
For this reason, the "Generalitat Valenciana" wanted to launch a program whose objective is to collect DNA samples, both from biological mothers and from people who suspect that they may have been affected by this type of covert practices, so that they can create a database to locate possible cases of babies stolen from their mothers.
To this end, we were challenged to communicate this DNA bank and to motivate families to participate in this program.

02. Strategy and idea

We all know the stories of Peter Pan, Hansel and Gretel, Thumbelina...
Stories of lost children, with experiences in worlds of fantasy and magic like Neverland, which are already part of the collective imagination.
But what if we take those lost children to the real world? How would we feel when we learn that more than 50,000 children were lost the same day they were born? And not exactly in Neverland.
Thousands of families live in a limbo not of fantasy and magic, but of helplessness and frustration at not finding a real solution to the problem of stolen babies. Stories that seemed like a fairy tale but are very real.
An analogy that will allow us to show that reality, but that will also serve to illustrate the point of view of the people who were stolen, who in most cases have lived far from knowing their reality, thus emphasizing the importance and the need to nurture the only current tool to solve the problem: the DNA bank.
And we did it through the creative concept: THIS IS NOT A FAIRY TALE.

03. Execution

In order to communicate our message we worked on different campaign pieces:
- Spot 20"
- 45" video
- Radio spots
- Press
- Digital pieces
- Social media pieces

This professional campaign titled 'Stolen Babies - This is not a fairy tale' was published in Spain in June, 2024. It was created for the brand: Generalitat Valenciana, by ad agency: Agencia Estimado. This 360°, Content, and Film media campaign is related to the Health, Professional Services, and Public Utility industries and contains 6 media assets. It was submitted about 1 month ago by Agencia Estimado of Estimado.


Agency: Estimado
Account Director: Ana Andrés
Art Direction: Paula Suárez and Norberto Silva
Creative Direction and Copywriting: Antonio Navarro

Ministerio de I...
Fuente Primavera


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