USAID — Partners: Vultures Warn [video]

Credits & Description:

Agency: Fcb Mayo
Brand: Usaid Peru
Country: Peru
Advertising Agency: Fcb Mayo, Lima
Entrant Company: Fcb Mayo, Lima
Media Agency: Media Connection Bpn, Lima
Pr Agency: La Contra, Lima
Production Company: Kubrick, Lima
Additional Company: Sr. Burns, Lima
Art Director: Fernando Tirado (Fcb Mayo)
Executive Creative Director: Flavio Pantigoso (Fcb Mayo)
Director Of Photography: Jessica Steiner (Kubrick)
Post Production Sound: José Deggimena (Noize)
Pr Director: Julio Pérez Luna (La Contra)
Pr Consultant: Karelly Urbina (La Contra)
Production Director: Alonso Palomino (Fcb Mayo)
Art Director: Daniel Tomazini (Fcb Mayo)
Art Director: Gabriel Li (Sr. Burns)
First Camera Assistant: Pedro Rivas (Kubrick)
Pr Consultant: Renzo Torres (La Contra)
Btl Account Director: Sandra Goicochea (Fcb Mayo)
Direction Assistant: Fernando Reátegui (Kubrick)
Production Assistant: Roberto Larrea (Del Mate Producciones)
Content Manager: Sharie Neira (Fcb Mayo)
Digital Project Manager: Lorena Duarte (Fcb Mayo)
Account Supervisor: Max Torres (Fcb Mayo)
Second Direction Assistant: Óscar Altamirano (Kubrick)
Account Executive: Angela Chaparro (Fcb Mayo)
Editor: Claudia Yacarini (Kubrick)
Quality Control: Egla Barrios (Sr. Burns)
Content Manager: Eva Machado (Sr. Burns)
Director: Milovan Radovic (Kubrick)
Production Supervisor: Sebastian Salinas (Fcb Mayo)
Creative Director: Chiqui Castaño (Fcb Mayo)
Creative Director: Daniel Sacroisky (Fcb Mayo)
Executive Producer: Jessica Pajares (Noize)
Field Producer: Rafael Acuña (Del Mate Producciones)
General Producer: Raquel Rodríguez (Noize)
Art Director: Sandro Angobaldo (Kubrick)
Copywriter: Silvia Angulo (Fcb Mayo)
Pr Consultant: Celia Castro (La Contra)
Chief Creative Officer: Humberto Polar (Fcb Mayo)
Executive Producer: Julieta Kropivka (Kubrick)
Music Director: Pelo Madueño (Noize)
Chief Operating Officer: Ricardo Ortiz (Fcb Mayo)
Production Supervisor: Tomás Cortés (Fcb Mayo)
Innovation Director: Alejandro Borasino (Fcb Mayo)
Account Supervisor: Alejandro Rivas (Sr. Burns)
Editor: Daniel Ayllón (Kubrick)
Executive Director: Eduardo García (Sr. Burns)
Post Production Sound: Giovanni Rossi (Noize)
Gaffer: Justo Diestra (Kubrick)
Production Assistant: Leandro Acuña (Del Mate Producciones)
Post Production: Makako (Makako)
Art Director: Pietro Soldi (Fcb Mayo)
Technical Producer: Ronny Guevara (Kubrick)
Drone: Daniel Gárate (Kubrick)
It Expert: Daniel Soria (Sr. Burns)
It Expert: Jorge Suárez (Sr. Burns)
Producer: Rossana Velasco (Kubrick)
Synopsis:
Situation: In Lima, over 7,400 tons of garbage are dumped illegally every day, mostly out of sight from municipal services. Huge amounts of organic garbage hidden among non-organic waste decompose really fast and become a source of infectious diseases. But people can’t spot it. Brief: Let’s make visible the invisible, through an impressive and different way of creating awareness in the population and authorities about the garbage problem and forcing them to take action.Objectives: To eradicate at least 25,000 tons of illegal garbage per month, creating awareness in the population about the garbage problem and generating a pool of at least 1000 permanent volunteers.
Execution:
We trained and equipped a group of ten vultures with GPS and cameras to overfly the city, working as live radars to detect accumulated garbage. We gave each one a name and a “voice.” After the implementation, we started working on the key messages of the campaign and gave the exclusive news to the most important Sunday supplement in Peru to achieve a first great impact. We were right and quickly, local and foreign media got in touch with us because they also wanted to tell the story. A press release was sent giving more detail about the campaign.At the same time, we told influencers about the campaign. They joined in the campaign and in garbage gathering events, which helped us keep media coverage. Finally, we once again convened the media for a final event at the well-known beach of Agua Dulce (Chorrillos), which generated a final great impact.
Strategy:
Based on a study from San Marcos University (the oldest in Latin America), a media briefing was created about Lima vultures. This strategy helped change the minds of Peruvians who once regarded vultures as disgusting birds and now saw them as environmental heroes.•Target audienceThe entire population of Lima with access to the Internet and Municipalities and authorities with the power to channel the fight against garbage.In order to reach the press and opinion leaders, an exclusive report was published in the most widely read Sunday supplement (Domingo de La República). The impact of this publication helped reach other local and international media more easily. Many took the initiative of coming to us on their own accord. Likewise, when we told opinion leaders and entities about the campaign, they joined in.You can register at www.gallinazoavisa.pe (“WARN” button) if you want to be a “Land Vulture” and be a part of this movement.
Outcome:
•Tier 1:It was decided to place an exclusive report in the most important Sunday supplement in Peru (Domingo de La República). It had a great impact and then the other media that formed part of Tier 1 got interested in the campaign. They were Latina (TV), América TV, Panamericana TV, TV Perú, Canal N, ATV, RPP, Extra, Ojo, El Comercio, Exitosa, Capital, among others. •Tier 2: The international media (Tier 2) included The Guardian, the BBC, El País, Radio Habana Cuba, El País, Efe, El Espectador, La Hora, Panamá América, RTVE, Com! Magazin, Gizmodo, NOS, among others.Overall, 100% of impacts had a positive tone and supported this innovative campaign that creates awareness on protecting the environment.•Tier 3: Tier 3 was made up by opinion leaders and entities that joined the campaign: the Museum of Natural History, the Ministry of the Environment,a renowned journalist and popular Peruvian actors.
Campaign Description:
We used the help of vultures that have been part of Lima’s ecosystem for centuries. Vultures Warn is a tracking, identification and reporting system of contaminated areas in Lima carried out by ten vultures equipped with GPS and MD80 - DV HD mini cameras that overfly the city, working as live radars that detect accumulated garbage. People can track the vultures’ paths on a website, and thus detect where exactly the contaminated areas are. They can sign up and clean these areas as active volunteers. Though vultures have been around Lima for 14,000 years cleaning the city of garbage, they are considered dirty scavengers by the Peruvians. What they don’t know is that the same birds that scare them could be their best allies in this fight, changing from ignored villains to popular heroes.