Situation:

Costa Rica possesses 5% of the world's biodiversity. On the other hand, Rescate Animal Zooave, the largest wildlife hospital of Central America, did not have the necessary equipment to meet the more than 2.500 cases of injured wildlife animals a year.

Banco Davivienda, strategic ally from ZooAve, decided to put this problem on the map and raise funds to buy the missing equipment.

Brief:

As there was almost no budget, the original brief was to develop a mailing campaign targeting Davivienda's bank database to raise funds and support their strategic ally Rescate Animal ZooAve. But additionally, we created "Wounded Brands" a low budget PR/digital campaign to take this cause far beyond Davivienda's database.

Objectives:

- Raise awareness about Rescate Animal Zooave's missing equipment.

- Fundraise at least $35.000 to buy the basic missing equipment for the hospital.

- Generate at least $100.000 in earned media around Davivienda's initiative.

Wounded Brands:

We partnered ourselves with the most important brands in the country that use an animal in their graphic image. For a whole week, and without giving any explanations, the brands changed their profile image on their social media, to one in which their famous mascot was wounded.

Once we got people’s attention, we revealed our cause. Through a press conference, the social media channels of the “Wounded Brands” and taking advantage of the influencers working with them, we explained the problem and invited everyone to donate on the website: marcasheridas.davivienda.cr

Given that among the 10 participating brands were the 4 largest soccer teams in the country, and brands ranging from snacks to home appliances, we managed to expose our cause to a broad audience.

Initially the target audience was only Davivienda’s Bank database, however, once we decided to go further, we wanted to reach as many people as our limited budget allowed us.

To achieve this, we took advantage of the "Wounded Brands" own media: from their social networks to the influencers working with them. This exposed our message for free before a wide and diverse audience (Only on Facebook, the participating brands and their influencers summed about 4,452,844 followers in a country with less than 5,000,000 inhabitants).

Insight: "Problems are invisible until they affect us or someone we care for."

We grew up accompanied by brands' mascots and with time, they have gained our affection, that is why showing them wounded, made the problem visible in a relevant way for all their followers, specially because several important brands "were harming their mascot" in social media at the same time for no apparently reason.

June 6: Meeting with the brands.

July 13: Kits delivery:

We created 3 kits that were previously delivered to the brands along with a calendar for each brand to executed them:

Digital Kit: contained the digital materials adapted for their different social networks:

-Profile image with wounded mascot.

-Cover image.

-Revelation video.

-Maintenance content.

Influencers Kit: contained the basic guidelines so that the influencers working with the Wounded Brands could generate their own content.

-Presentation describing the "Wounded Brands" initiative.

-Do's and Dont's.

-Key information of Rescate Animal ZooAve.

Printing kit: several ready-to-print materials were delivered, in case the brands wanted to produce them on their own.

July 18: Brands changed their profile image.

July 24: Press conference, newspaper ad & revelation video.

July 24 onwards:

-Influencers and brands kept inviting people to donate.

-Brands' mascots raised funds in points of sale and stadiums.

-Media covered the initiative.

*Costa Rica is a country with less than 5 million people.

The Numbers:

- 10 brands joined the movement (The most important soccer teams of the country: Deportivo Saprissa, L.D.A., Heredia and Cartago, Gollo: Home appliances, La Guacamaya: Car parts, Tosty: Snacks, Jacks: Cereals and snacks, Ami: Instant drink, and Scott: Personal hygiene).

- 18 influencers and 46 media covered the campaign.

- Claudia Dobles, the First Lady of Costa Rica supported the initiative.

- More than $230.000 in free media.

- More than 5.000.000 ORGANIC impressions.

- More than 1.200.000 interactions.

- More than $50.000 raised.

-3 brands donated equipment directly to Rescate Animal ZooAve.

- The hospital is now ready to meet the more than 2.500 cases of abused or injured wildlife animals a year.