PR > Practices & Specialisms
J. WALTER THOMPSON COSTA RICA, San Jose / TELETICA / 2017
Overview
Credits
CampaignDescription
There is a school in Costa Rica that allows children from Nicaragua to cross the border and attend class with Costa Rican children.
TELETICA, Costa Rica’s leading TV station, invited these children to create their own country. A perfect one.
Execution
TELETICA aired a 1-hour TV Documentary about the project along with Costa Nica’s compelling anthem. The idea generated a public discussion about xenophobia...
Outcome
- Trending Topic in both Twitter and Facebook
- Over 40 thousand new citizens through Costa Nica's web site
- Over 2,000 books of the project delivered to schools around the country
- More than 50 million impressions
- THIS NEW NATION LITERALLY GOD RID OF BORDERS WHEN NICARAGUA'S MOST IMPORTANT TV STATION ALSO COVERED THE STORY
Relevancy
This idea fought xenophobia and looked to get rid of borders... The PR managed to steal the show, as our neighbour country had on one of their news show the project and helped us deliver the message there too. They helped taking the message where we actually had no access... In this case, PR gets the role of informing, but also being part of the message, therefore part of the idea... The media that showed the idea, joined the message and the idea, supports it... Thanks to them we managed to cross borders with a message of love.
Strategy
Introducing Costa Nica: a country created by the children with their own motto, coat of arms, symbols, flag and rights.
In addition, the children created their very own anthem, with the help of two famous singers from Nicaragua and Costa Rica.
Synopsis
We live in a world full of xenophobia... Costa Rica and Nicaragua are no exception to this. Their political differences through the years has aggravated this terrible behaviour.
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