"RIGHTS"

Y&R URUGUAY, Montevideo / TECHO / 2017

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Overview

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Overview

CampaignDescription

In 7 streets of the city that bear the name of different Human Rights, we intervened the posters that mark their names, putting them in quotation marks. Thus, the streets "Equality", "Justice", "Freedom", "Work", "Democracy", "Constitution" and "Independence" dawned with a clear message in their corners: While thousands continue to live in poverty, human rights are not for everyone.

Execution

We made three-dimensional quotation marks to place in the signage of the names of the streets in their main corners. In addition, we put an additional poster with the message "while thousands continue to live in poverty, human rights are not for everyone" signed by TECHO.

Outcome

That day 7 streets of the most central districts of the city were intervened. With estimated traffic in tens of thousands of vehicles and hundreds of thousands of people. In addition, the action was filmed and shared in social networks, increasing its scope considerably.

Relevancy

We intervene the signage with the names of the streets turning an everyday element of the city into a new means of communication to attract attention.

Strategy

To draw the attention of the city by taking advantage of a special date for the struggle for social justice to raise awareness about the poverty in which many of its citizens live.

Synopsis

February 20 is World Day of Social Justice. Techo (NGO dedicated to fight against poverty) wanted to take advantage of this context to carry out an action that would draw attention to the reality in which thousands of citizens live.

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