Media > Use of Media
TRASH CAN
OGILVY & MATHER SANTIAGO, Santiago / MOVIMENT ANONIMUS FOR LIFE / 2006
Awards:
Overview
Credits
Overview
Audience
Being a high impact idea, it became news. All media, TV, radio and press covered it, and started a debate based on the action. This placed the abortion issue in center stage and showed the foundation as a possible solution to the problem.
CommunicationGoal
Reduce the amount of abortions in Chile.
Effectiveness
Two weeks later, fourteen mothers had gone to M.A.V for help. This by far exceeds the average response rate the foundation had before the campaign (one mother a week).
Implementation
In this case the media becomes the message, when passing by a garbage can from which a baby’s cries can be heard, people are disconcerted and do not hesitate to open the can. In there they find a massage and interact with the action.
MediaStrategy
The media strategy is to avoid using existing traditional formats but use a garbage can as a media. This element causes a great impact on the receptors of the message due to the fact that in Chile, it is a real possibility to find a foetus or deceased newborn in the garbage. In this way, when confronted with the sound of crying coming from a garbage can this action generates a high level of impact and awareness.
SpecialCredits
Chateau Medai (Media Agency)
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