PR > Best Campaign

WHEN ALL MEDIA IS GONE

OMD DOMINICANA, Santo Domingo / LA BILIRRUBINA.COM / 2010

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Overview

Credits

OVERVIEW

BriefExplanation

In a Taboo Island talking about sex is a sin. Government prohibited sexual education for students and the distribution of free condom in schools. Our Client La Bilirrubina.com made the Dominican Sexual Research that showed than more than 95% want sexual education to be reinstalled. Instead of making a traditional PR campaign we created a Magician who said that he will make all media disappear at 11pm Sunday. With the nation waiting for the interruption, we interrupted all media at the same time and after the interruption we showed the magician empowering the people to view the study through internet without any restriction.

After the event all media talked about the Magician and we got free press coverage for the following month and all TV programmes in the Dominican Republic commented on the results of the research, pushing congress to review the law and to reinstall sexual education and free condom distribution in schools. A magician PR Idea that help people to live better!

ClientBriefOrObjective

La Bilirrubina.com created an online sexual research which clearly demonstrated that more than 95% of the population want sexual education to be reinstalled due to increase of aids and other sexual diseases.Our goal was to create a strong opinion to force congress to change the law.

Execution

As we planned in our strategy the entire country expected a 'Day Zero'.

Step 2:For the first time in Domincan Republic history, we interrupted all the media TV channels, all radio stations, all electronic billboards and access of main local pages on theInternet.Step 3:After the interruption the magician appeared saying that people could find the first Dominican sexual research through Internet, empowering them to visualise it without any restrictions.Step 4:Using all the people who viewed the interruption to generate word of mouth, we attracted other people and the attention of main media, pushing the news for an entire week in front pages, etc/radio news, interactive talk shows and social media Internet.The comments we received generated a big buzz and engaged more and more people.The main objective was to raise awareness about the discrimination and obsolescence of the actual law on sexual education in schools.

Outcome

- TV ratings increased 21.7 versus the average (AGB source).- Internet was overloaded during 2hrs.- Free publicity for the study conducted by Bilirrubina.com: about over 1 Million dollars during 6 weeks.- A free 30 minutes special TV programme in primetime analysing the results of the campaign/study.- More than 4 millions viewers and readers.- Most important result: our congress reintroduced a law that allows sexual education and free condoms distribution in schools without penalty.

Strategy

We created through Social Media on the Internet a magician who threatened people, saying that he will make all media disappear the following Sunday at 11pm. Immediately we got an all media defensive reaction that attacked the magician.

TheSituation

In the Dominican Republic the government prohibited the sexual education in the school and the distribution of free condoms.

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