MIAMI, January 28, 2013 – La Comunidad teamed up with the Manantiales Foundation (an international entity dedicated to research, prevention and treatment of addictions with offices in
Argentina, Uruguay, Brazil and Spain) to launch the “Los Idolos Donan Su Voz” (Idols Donate Their Voice) campaign, an unorthodox initiative to get drug addicts to consider treatment.
One of the first effects of drug or alcohol abuse is that addicts don’t listen to their families and the people who want to help them. That’s why this idea is about recruiting the one person they would listen to: the celebrity they love the most. Creating a personalized message that would use the celebrity to deliver a powerful message from the family.
Instead of having the families talk to the addicts about recovery, Manantiales Foundation asked the addict’s favorite idols to record a personal message aimed to only one person to change that individual’s life.
With the assistance of personal smart phones, a few minutes of a celebrity’s time and a free YouTube channel, the “Idols Donate Their Voice” initiative has already changed the lives of over 35 families and has recruited the top celebrities in South America to participate in making a difference, one person at a time.
CREDITS:
Title: IDOLS DONATE THEIR VOICE
Client: Manantiales Foundation
Agency: La Comunidad
City/Country: Miami, USA
Executive Creative Directors: José Mollá, Joaquín Mollá Creative Director: Rodrigo Butori, Gustavo Lauria
Art Director: David Alvarez, Hernan Ibanez, Mariel Alleman Copywriter: Fernando Carrera
Head of Production: Laurie Malaga
Producer: Marco Arguello
Editor: Pablo Colella, Vapor Post