Cannes Lions

AACD

Z+, Sao Paulo / AACD - ASSOCIACAO DE ASSISTENCIA A CRIANCA DEFICIENTE / 2011

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Overview

Entries

Credits

Overview

Execution

Rather than just talk, we made children stars of their own show to put a face on AACD and its mission, reassuring consumer their investment wouldn’t just go to a company but the children who directly benefit from contributions. Perseverance and inner strength are qualities that define these children, so we dressed them as superheroes, praising their ability to overcome daily obstacles that seem simple to others: brushing teeth, hair or even walking.

Photographers/producers and media partners volunteered their skills to minimize costs. Print showed a child with a walker dressed in costume, with cape and boots, raising hands in victory. In a :30 spot, the same “superhero” was depicted as the quintessential Superman. As he walked (with a wheeler) past the booth, he transformed into a superhero. The telephone booth symbolized how patrons donated money, with call-to-action voiceovers. Placements ran in 40 print, 22 radio, 13 TV, 184 cinemas and 20 OOH.

Outcome

Usually, this kind of cause is supported by campaigns that explore the sadness of the situation. But we created a happy/positive action that enhances disabled children, telling consumers how strong they are to tackle their daily difficulties.

Superheroes helped surpass our goal – in fact, we raised a total of R$24 million. To put it in perspective, that’s US$14 million! All of this money will be used to open a 13th AACD center, which will care for several hundred more children.

Viewership of the Teleton on the SBT TV network was 10% higher than the previous year.Media exposure was valued at $3.5 million dollars and generated 840 spontaneous press articles and 56 notes.

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