Media > Use of Media

BALD CARTOONS

OGILVY BRASIL, Sao Paulo / GRAAC / 2014

Awards:

Silver Cannes Lions
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Overview

Credits

Overview

Effectiveness

More than 40 famous characters became a Baldie.

Special episodes aired on: Cartoon Network, Nickelodeon, Fox Kids etc.

Comic strips were featured in newspapers/magazines such as Folha de São Paulo, Combo Rangers and Monica’s Gang.

230 millions people were reached by the campaign.

91% of Brazilian Social Media users were impacted. Engaged with the campaign, either sharing videos, downloading posters or changing profile pictures. Even Brazilian president tweeted the campaign.

Despite no request for donations – GRAACC received 10 times more than in 2012. Best of all, children with cancer no longer felt different after having Baldie heroes by their side.

Execution

We needed to reach all Brazilians: From children to adults, because, all of them, at some moment, have contact with children with cancer. Because of this reach requirement, we could not go with traditional “advertising”. The strategy was to create the first public placement on children’s channel’s, creating clever ways to deliver GRAACC’s message in a natural everyday environment.

Bald Cartoons media strategy:

Offline: To generate reach and visibility, we chose the main Brazilian channels to impact the target on open TV, pay TV, magazines and newspapers. Special content was created to each of them. In the content the characters were always doing what they normally do, but bald.

Online: To generate buzz and participation in the campaign, we developed an “influencer” strategy, leveraging mainstream pop culture characters and celebrities to join us and spread the campaign message across their social networks such as Facebook, Twitter and blogs.

Strategy

Many kids say one of the hardest parts of battling cancer is the reaction to their bald head. So, we wanted to help end society’s prejudice against bald children.

Our idea was to challenge people’s perceptions. Baldness was just another part of life for normal kids, who happened to be fighting for their lives.

We invited famous cartoon characters to go bald to spread a powerful message: “A child with cancer deserves to be seen just like any other child”

We partnered with the most popular media channels and cartoon titles in Brazil. As people watched the cartoons on TV, or read their favorite comic strips, they saw the characters transformed, but acting normally.

The Baldies came to life across a number of integrated channels: cartoon episodes broadcasted on the most relevant channels; newspaper comic strips; comic books; posters and a website housing all the content.

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