Mobile > Mobile Applications

KID RESCUE

Y&R COLOMBIA, Bogota / TELEFONICA / 2012

Awards:

Silver Cannes Lions
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Overview

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BriefExplanation

We created a smartphone application that empowers everyone to denounce child labour. What people did was to activate the app when they saw a child working on the streets. They had to Geotag the child, take a picture and enter the child’s information, this was uploaded to a website exclusively accessible to Fundacion Telefonica, enabling them to take the first step toward solving each case.Fundación Telefonica has limited resources to effectively tackle the problem of child labour in Colombia. In order to help, we created a simple and effective crowd sourcing tool, a smartphone application that enabled everyone to denounce child labour in Colombia. Thousands of people downloaded and used the application which created a real-time mapping system that helped Fundación Telefonica take the first steps before acting on each case. By creating a tool that enables people to denounce child labour, Fundación Telefonica is maximising its effort to tackle such problem and generating awareness among people.A few days after the launch of the app we went viral, and became trending topic on Twitter, also we got the attention of the media.Thanks to the app and Fundación Telefónica, 1.276 children have already been identified and 67 are already out of the streets.But, perhaps our most important achievement, has been changing these children´s reality to give them back their dreams.

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