Cannes Lions

#LAVERDADERAMISS

BBDO CHILE, Santiago / EL CIUDADANO NEWSPAPER / 2018

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Overview

Description

En Chile el 47% de las mujeres siente presión por cómo se ve físicamente y un 40% de las niñas entre 10 y 17 años ha dejado de hacer alguna actividad en público porque no se siente segura con su cuerpo y con la imagen que proyecta.

El Ciudadano Newspaper was responsable for delivering a message that evidenced the negative role of the media that for years stereotyped women and their bodies with the creation of "#LaVerdaderaMiss", the first radio beauty contest and streaming where nobody could see the candidates.

Transmitted at the same time as the Miss Universe 2017, the objective was to highlight the problem of stereotypes and prejudices imposed by society, listening only to the ideals, beliefs and dreams of the candidates. Because true beauty is what the eyes can not see.

Execution

The contest of #LaVerdaderaMiss was implemented on November 26, 2016 and was broadcast by radio through laverdaderamiss.fm and by streamming through facebook.com/PeriodicoElCiudadano

In these two media, the first beauty contest was broadcast, where nobody could see the candidates at the same time as the Miss Universe contest.

Timeline

- Launching of newspaper campaign written newspaper El Ciudadano: Day November 16 , 2017.

- Launch of campaign in social networks newspaper El Ciudadano: From November 21, 2017 to November 26, 2017.

- Day of the contest #LaVerdaderaMiss: November 26, 2017/21 hrs (Chilean time) / at the same time as the Miss Universe contest.

Outcome

#Laverdaderamiss surpassed by 25% the listeners of miss universe contest.

Similar Campaigns

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BBDO CHILE, Santiago

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2018, EL CIUDADANO NEWSPAPER

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