Save The Children: Paper Glasses, 2 [english]

Credits & Description:

Title: Paper Glasses
Agency: Grey Mèxico
Brand: Save The Children And Santillana
Country: Mexico
Alternative Title: Lentes Guía
Advertising Agency: Grey Mèxico, Mexico City
Entrant Company: Grey Mèxico, Mexico City
Media Agency: Mec Mexico, Mexico
Pr Agency: Mec Mexico, Mexico
Production Company: Look As Audio, Mexico City
Additional Company: Save The Children Mexico, Mexico City
Agency Production Director: Alejandro Fernández Solsona (Grey Mexico)
Planning Director: Cecilia Legarrea (Grey Mexico)
Sound Engineer: Emilio Ortega (Look As Audio)
Creative Director: Nelos Cisneros (Grey Mexico)
Online Artist: Pepe Acosta (Kiri)
Regional Business Development Officer: Stanlei Bellan (Mec Mexico)
Executive Producer: Enrique Ramirez (García Bross)
Managing Director: Fanny García (Mec Mexico)
Education Marketing Director: Paulina Suárez (Santillana México)
Account Director: Alejandra Rodríguez Ouchterlowny (Grey Mexico)
Copywriter: Diego Angeles (Grey Mexico)
Social Media Manager: Eudiza Quevedo (Mec Mexico)
Sound Engineer: Isaac Lugo (Look As Audio)
Commercial Director: Miguel Ángel Colás (Santillana México)
Director: Pedro Armendariz (García Bross)
President & Ceo: Pedro Egea (Grey Mexico)
Art Director: Pola Sánchez (Grey Mexico)
Agency Offline: Diego Torres (Grey Mexico)
Account Executive: Ingrhid Cruz (Grey Mexico)
Planner: Martha Cruz (Grey Mexico)
Director Of Operations: Mauricio Cuevas (Mec Mexico)
Creative Director: Bernardo Rodríguez Pons (Grey Mexico)
Cinematographer: Carlos Hidalgo (García Bross)
Strategic Partnership National Director: Mariana Valdés Riveroll (Save The Children Mexico)
Post Production: Cecilia Calloni (Kiri)
Pr Consultant: Itandehui Santiago (Cuadrante)
Digital: Julian Esbrí (Grey Mexico)
Agency Producer: Maria Fernanda Sodi (Grey Mexico)
Vp Creative: Pepe Aguilar (Grey Mexico)
General Creative Director: Víctor Figueroa Ramírez (Grey Mexico)
General Creative Director: Luis Empe" Guillén (Grey Mexico)
Outcome:
Before the campaign Save The Children had only 31% of awareness in Mexico, with Paper Glasses it increased to 43%.70% of the people that recalled Save The Children didn’t know of their work for educational rights, with paper Glasses that number were lowered by 34%. After the campaign, donations via website were raised by 9% average per month.Visits to the Save The Children webpage were raised by 28% and engagement in facebook raised to 41%Awarness of Santillana as a conmpany concerned for the education of the children were raised by 26%.After Paper Glasses, the number of schools interested in receiving the Santillana School guide were raised by 12%.In 2016-2017 School term (starting this August), we will reach 4.6 million kids in elementary school. By 2017-2018 we will start, thanks to Save The Children, in one of the 120 countries where they have presence.
Synopsis:
An estimate of 75% of school dropout cases in Mexico are related to visual impairment; but it’s a real challenge to reach all schools to apply eye examinations student by student, specially in isolated communities.
Campaign Description:
The idea is to help children realize by themselves they are not seeing as clear as they could. To do so, we gave students a pair of glasses made of paper. Instead of graduated lenses, Paper Glasses have pinholes that use the stenopeic effect to improve visual acuity.The Stenopeic Effect is a physical optics effect that increases the depth of field. When allowing only a very narrow beam of light to enter the eye, there is no convergence, achieving clear vision at any distance.Paper Glasses works as a simple vision test to keep children in school.
Strategy:
To reach millions of students, including those in rural communities, Save The Children joined forces with Santillana, leading educational publisher. Paper Glasses come attached with each copy of Santillana's school guide that children receive every term.To tell everyone about the idea, we launched a WebVideo supported by influencers, a print campaign, and Save The Children and Santillana's owned media.We also used a direct mailing strategy targeted to specialized media.All efforts lead to our YouTube Channel, where people could follow the experience of the first students that received Paper Glasses.Quickly, the media picked up the story, just in time for the new school term.
Execution:
As its name suggests, Paper Glasses are made of 150gr. paper and 2mm. pinholes with a 2mm separation. To attach them into Santillana's School Guide, they have an extra 5cm piece of paper to be adhered to the guide as another sheet without using any extra materials.On the previous page, there is an explanation directed to the student. We made sure to create a simple enough text with big letters that all children could understand; such text instructs them to inform their teacher if Paper Glasses gives them better focus on objects or if it helps them read better.In the Teacher’s guide, we include information about the Stenopeic Effect and more detailed instructions about how to use Paper Glasses as a first visual test.