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.
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.
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.
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.
Advertising Agency: PHD
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
Agencia Colaboradora: Pepo y Gio
Sound Desing: Diego Cáceres
Producer: Avenida Films / Kaiju Creators
WARC 2024
SILVER
FESTIVAL OF MEDIA 2024
GRAND PRIX / The Bravery Award
GOLD / Best Campaign for a Local Brand
GOLD / Best Campaign Led by Cause
GOLD / Best Response Campaign
SILVER / Best Communications Strategy
SILVER / The Creative Use of Media Award
