Cannes Lions
PUBLICIDAD COMERCIAL LOWE EL SALVADOR, Antiguo Cuscatlan / EL FARO / 2016
Awards:
Overview
Entries
Credits
Description
In every investigation done by El FARO, they have investigated as deep as they could. We asked ourselves… what if society and organizations could participate and produce deeper investigations ( safely ) with out risking their lives, and share the heroic labour of el faro's journalists.
We took their editorial reputation “Deep investigative journalism” and created a movement: DIGGERS AGAINST INJUSTICE that would empower regular people to finally do something, denounce their rejection towards the situation by using a symbol, and donate just $1 into a fund that would allow our journalists to investigate profoundly the themes citizens themselves could choose in our campaign’s site.
Execution
THIS WAS DONE IN ONE MONTH:
UNIVERSITY STUDENTS: were invited to create holes on public spaces that read: IMPUNITY, VIOLENCE, CORRUPTION.
EL FARO’S EDITOR IN CHIEF became our spokesperson.
We edited 3 videos: 1- public launch to GENERAL SOCIETY 2- to HEADS OF INTERNATIONAL ORGANIZATIONS, 3- for HARDCORE READERS
INTERNATIONAL JOURNALISTS where contacted directly with a lauchkit inviting them to become ambassadors.
El faro’s journalists had a series of JOURNALISTIC CONFERENCES abroad, we designed a t-shirt to use during the trip.
HIGH CLASS SALVADORANS, where invited to a shovels exhibition, created by artists to sell and increase the fund
every effort led people to the campaigns site where they could donate from $1
SPECIAL DIPLOMAS where sent to every person that donated
We announced the earnings, sent direct mails to every person that participated a special stamp was added to investigations published as a result of the movements effort.
Outcome
RESULTS:
- $35,000 recieved in one month for investigation fund
( 20% of the newspapers sales income in one year)
- Social media reach: 2.5 million people
- Traffic to the newspaper site increased 30%
- Reached over 25 countries where salvadorans migrated allowing them to do something from abroad
- Shifted local media conversation towards corruption cases in the country
- Created a way for Salvadorans to fight injustice without risking their lifes
- El Faro’s investigation thanks to the fund resulted in:
• The first trial against a Congressman for unlawful enrichment
• Initiation of a civic trial for unlawful enrinchment against a former president
• Discovering that the current vicepresident has business relations with the leader of an international DRUG CARTEL
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