UNHCR (United Nations High Commission For Refugees): AMPLIFY THEIR VOICES, 1

Credits & Description:

Advertiser: ACNUR/ONU
Agency: LEO BURNETT COLOMBIA
Category: Best Use of Screens
Advertising campaign: AMPLIFY THEIR VOICES
Account Director: Alejandro Chona (Leo Burnett Colombiana/Alpha245)
Creative Director: Carlos Orozco (Leo Burnett Colombiana/Alpha245)
Art Director: Esteban Diavanera (Leo Burnett Colombiana/Alpha245)
Copywriter: Fredy Castro (Leo Burnett Colombiana/Alpha245)
Edition: Jesús Barros (Leo Burnett Colombiana)
Director/Web Designer: David Torres (Leo Burnett Colombiana/Alpha245)
Account Director: María Elvira Guerrero (Leo Burnett Colombiana/Alpha245)
General Creative Director: Fernando Hernández (Leo Burnett Colombiana)
Tv Production: Los Notarios (Los Notarios)
General Creative Director: Mauricio Sarmiento (Leo Burnett Colombiana)
Art Director: Andrés García (Leo Burnett Colombiana/Alpha245)
Sound: Fabio Luque (Leo Burnett Colombiana)
Creative Director: Juan Manuel Gaitán (Leo Burnett Colombiana/Alpha245)
Action Production: La Muvi (LA Muvi)
Creative Director: Pablo Acosta (Leo Burnett Colombiana/Alpha245)
Copywriter: Wilson Caicedo (Leo Burnett Colombiana/Alpha245)
Strategy
The objective was to present the problem that these women live with abuse and to raise awareness. We also also wanted to reduce the number of attacks.The target was Latinomerica general population, violence against women is a problem that affects all of us.When a woman is abused her self-esteem lowers, and proportionally her voice too. So the way to help them was amplifying their voices.Many people did not know what happens to these women and the client needed the world to know the truth.
Execution
It was necessary to talk to the media engineers to establish minimum levels allowed for TV and radio spots to be play.In television and radio we invited people to the website, and a football stadium with 45,000 people served to amplify their voices.
Effectiveness
Their voices were amplified in Colombia, Ecuador, Brasil, Argentina, Panama, Costa Rica, Haiti and Mexico.Thousands of people from their homes, offices and cars raised the volume of their televisions and radios, and the world heard them.Their voices were amplified in Colombia, Ecuador, Brasil, Argentina, Panama, Costa Rica, Haiti and Mexico.