Media: Interactive
Category: Public interest
URL: http://www.problemasreales.com
Client: Save Te Children Peru
Agency: McCann Lima
Creative EVPs: Mauricio Fernández Maldonado C. / Christian Caldwell
Creative director: Yasu Arakaki
Creatives: Gerardo Ramos/Ricardo Aranibar/Mauricio Fernández, Maldonado C.
Atendimento: Andrea Paz / Jhonatan De La Cruz
McCann Lima + Save The Children Combat Teenage Pregnancy Using Math + Language Exercises
McCann Lima + Save The Children Combat Teenage Pregnancy
Description:
McCann Lima + Save The Children Combat Teenage Pregnancy
Using Math + Language Exercises
LIMA, PERU – OCTOBER 26 -- In Peru, 15 out of 100 girls under the age of 18 become mothers, or are currently pregnant, according to UNFPA, The United Nations Fund for Populations.
For the country of Peru, and Peru’s office of Save The Children, this is a problem that has received very little awareness, and the culture itself avoids the subject. Peruvian schools, even colleges and universities, do not provide any courses that adress these matters. Education that prevents pregnancy is more or less missing from the entire national conversation.
McCann Lima, in partnership with Save Te Children Peru, saw an opportunity to confront the issue of underage pregnancy by using the subjects of math and language to soften the message and engage Peruvians.
McCann Lima conceived a website that presents “real problems” for parents to read that appear to be math and language comprehension exercises – but they do so by directly addressing the issues around underage pregnancy.
McCann’s website -- http://www.problemasreales.com (realproblems.com) -- presents 16 problems (10 math and 6 verbal/language) that are simple exercises that parents can use to engage their children sexual education.
Launched October 11 in Peru, to coincide with The International Day of the Girl, the site is supported by social media initiatives, public relations and other platforms.