Unskippable Authors is a cultural preservation campaign sponsored by the Department of Culture from the Municipality of Guayaquil. Who rescued poems written by Ecuadorian female authors that were forgotten or silenced due to discrimination.
Stanzas, rhymes, and verses were restored as audio files that during International Women's Day were strategically released on Spotify by using its “non-skip ad” policies, making sure no one could skip their talent.
With low budget but clever use of media, influencers, artists and the general public became part of this initiative and started to talk about these authors for the first time in years. Guayaquil's Mayor declared this initiative as an indefinite program that is already making history. Generating thousands of listeners, interest in the authors soared; moreover, musicians made their poems into tracks, and most importantly, numerous female writers reached out to share their work.
This professional campaign titled 'Unskippable Authors' was published in Ecuador in March, 2021. It was created for the brand: The Department of Culture for the Municipality of Guayaquil, by ad agency: Laika. This Audio medium campaign is related to the Public Interest, NGO industry and contains 2 media assets. It was submitted over 2 years ago.
Advertising Agency: Agencia Laika, Guayaquil, Ecuador
Ceo: Adrián Burgos
Creative Director: Eduardo Chiriboga
Account Supervisor: Ericka Burgos
Account Executive: Janina Almeida
Digital Planner: Dennise Guerrero
Content Manager: Mariel García
Graphic Designer: Deniss Chang
Creative Intern: Carlos Cruz
Web Developer: Ricardo Andramuño