Cannes Lions

CORRUPTION CITY

GREY COLOMBIA, Bogota / PUBLIMETRO / 2023

Case Film
Supporting Images
Supporting Images

Overview

Entries

Credits

Overview

Background

Colombia is among the top countries with high levels of corruption, ranking in the Transparency International Corruption Perceptions Index. The country is plagued by bribery, misuse of public resources, and exploitation of public office for private gain. Despite media reports denouncing the mismanagement of public funds and incomplete construction projects aimed at improving citizens' lives, very little seems to change. Publimetro, the leading independent media outlet in Colombia, seeks to engage new audiences through its investigative journalism by highlighting the importance of staying informed to participate in national issues. Publimetro's focus is on its independent and revealing reports on numerous public-funded projects that remain unfinished due to corruption over the years. To draw attention to the over 1,400 public projects that were abandoned or incomplete due to corruption and funded by Colombian taxpayers, Publimetro aims to reach new audiences, harnessing the power of information to inspire action against corruption.

Idea

Corruption City is a hypothetical city that puts together in one place public projects that Colombians paid for with their taxes, projects that, in real life, were left half complete or not done at all, because the money was diverted. This is a mega-city paid in full, but its inhabitants could never enjoy, a dream place made up of famous projects such as the Chocó Stadium, a Mother and Child Center in Neiva, architectural award-winning library, a modern bridge, a tourist pier, a Sports Village and even an airport; 1,400 public projects worth US $6.7 billion. "Corruption City" is a video game in which everyone loses, where players can take a tour and become virtual citizens, learn about projects cost, contractors, locations, as well as how much each Colombian paid out of their own pocket and sign a petition demanding that authorities reactivate unfinished or abandoned projects.

Strategy

Welcome to "Corruption City", the mega-city paid in full, but which its inhabitants could never enjoy.

In a country where corruption pervades all aspects of society, "Corruption City" offers Colombians a glimmer of hope and renewed desire for justice, particularly among those who have grown apathetic, resigned, and disillusioned with administrations that have pillaged resources and impeded the country's progress. This initiative represents a fresh approach to stimulating a long-overdue conversation that citizens have struggled to find solutions for, especially in the wake of the failed 2018 anti-corruption referendum launched by a government faction to combat state corruption. Unfortunately, due to a lack of understanding, most voters failed to turn up at the polls, leaving the project stalled. Today, "Corruption City" resurfaces, urging citizens, specially the young, to take action through a videogame, an easily accessible resource for all the works that Colombians have paid for but may never enjoy.

Execution

By using irony and gameplay we designed “Corruption City” a hypothetical dream city in a videogame, a fun virtual world that brings together some of the actual construction sites that were left half- finished or abandoned due to corruption from all regions of Colombia. The players can take a tour and search for unfinished public projects, learn about real facts of each construction, learn how much each Colombian paid out of their own pocket and become a virtual citizen. This unbelievable place is hosted on www.corruptioncity.com, a website that provides users with complete context. Visitors entered the game, access investigative articles by Publimetro and sign the Change.org petition to demand that authorities reactivate or clarify the status of these projects. The use of outdoor billboards, traditional and digital press, digital display, influencers and email marketing targeted publimetro’s database, gave to “Corruption City” the necessary visibility to reignite a national

Outcome

On March 24, shortly after Publimetro’s series of articles around corruption started, a commission was named by the Congress to study the cases. https://www.elespectador.com/politica/congreso-instalo-comision-para-hacerle-seguimiento-a-casos-de-corrupcion-comision-anticorrupcion/

24 Senate Representatives now have the duty to make political controls for the corruption cases.

Corruption City now has citizens from 23 different countries.

Similar Campaigns

1 items

Worthless Flowers

McCANN COLOMBIA , Bogota

Worthless Flowers

2021, PUBLIMETRO

(opens in a new tab)