Government Of Navarra And Ministry of Work And Immigration: NOT UNDERSTANDING ANYTHING MEANS YOU UNDERSTAND EVERYTHING

Credits & Description:

Category: Best Use of Online Advertising

Advertiser: GOVERNMENT OF NAVARRA AND MINISTRY OF WORK AND IMMIGRATION

Product/Service: IMMIGRATION AWARENESS CAMPAIGN

Agency: GAP'S

Date of First Appearance: Oct 19 2010

Entrant Company: GAP'S, Pamplona, SPAIN

Entry URL: http://www.gaps.es/inmigracion

General Creative Director: Rafael Rodriguez Galobart (Gap's)

Creative Director: Juan Antuñano (Gap's)

Account Manager: Sonia Ledesma (Gap's)

Account Manager: Tamara Ros (Gap's)

Account Manager: María Egaña (Gap's)

Writer: Ane Izaola (Gap's)

Art Director: Pedro Marrodán (Gap's)

Digital Director: Kike Avizanda (Gap's)

Writer: Carla Garraus (Gap's)

Media placement: INTERNET - Www.diariodenavarra.es - 19-10-2010



Insights, Strategy & the Idea

The goal of the campaign is to present the cultural mediation plan

Create awareness between the public about one of the major obstacles to integration, language.



The target is the society of Navarra, a population that has seen tripled the number of immigrants in the last decade.



The insight was to make the people feel the confusion that immigrants feel when they are in contact with a new society and a foreign language.



It was very important for the client, who fulfilled the objective to convey the importance of the Linguistic Mediation Plan, as well as for the target group that understood the need for the Plan by suffering in their own skin with the handicap of language.



Creative Execution

The concept used was “Not understanding anything means you understand everything”.

We carried out a comprehensive campaign which would not have been possible without the cooperation of the mass media.

On 19 October, on opening the online edition of the main newspaper the city discovered that the contents were totally incomprehensible.

Headlines, news, highlights, banners, everything was translated into Bulgarian, Arabic and Rumanian: the languages of the 3 main immigration groups in the city.

In this way readers could feel at first hand the obstacle of language in the day-to-day life of an immigrant.

A blue banner with the campaign slogan stands out over the other elements on the webpage. On clicking it, all is revealed: the webpage returns to its original language, Spanish.

The effect achieved has been ground-breaking and innovative, and has left its mark on the reader.

The work would have been impossible without the help of the translators from the Immigration Office who stayed until the online edition closed in order to translate all last minute news in real time.



Results and Effectiveness

This campaign is very novel given its spectacular nature and the impact of the action, as well as the added complication of getting the media together with the cooperation of the Immigration Office, to permit and contribute in varying the original format and thus participate in the initiative.



The action was very captivating and had sweeping repercussions on the media (Social networks, radio, press, TV and internet) and in society itself.



The campaign has been acknowledged as a model of good practices by the European Union as part of the European Integration Project, EWSI.

CdeC (Club de Creativos) Award was chosen among the 7 best Spanish publicity ideas 2010.