UNICEF - "#NoNameMatch"

Oniria\TBWA

Oniria\TBWA Asunción, Paraguay

Awards

6794

This ad is part of the ACT Responsible Collection

Brand: UNICEF
Country: Paraguay

Advertiser: UNICEF

Title	#NoNameMatch
Agency	Oniria\TBWA
Campaign	#NoNameMatch
Advertiser	UNICEF
Brand	UNICEF
Posted	May 2013
Business Sector	Charities, Foundations, Volunteers
Story
Philosophy	Soccer is the favorite spot in Paraguay. The Paraguayan soccer selection matches has high rating in tv and radios. The strategy was send a message throws a soccer match. In association with 2 tv channels and 4 radios which conveyed the party Uruguay vs Paraguay for Brazil 2014 world cup qualifying, Unicef send a big message to presidential candidates. Unicef generated “No name match”: during the opening minutes of Uruguay vs Paraguay soccer match (Paraguayan last chance to keep alive the chances to go to Brazil 2014 World Cup), 2 tv channels and 4 highest rated radios broadcasted live the game without saying the player´s names. After that, our message was reveal: Like these players, we all need a name and nationality. In Paraguay, before the year, 1 of 4 children is not enrolled in the civil registration What does your candidate think about that? Ask him Once the message was sent, we activate celebrities on social media to reply the same message using #nonamematch
Problem	Paraguay has a high number of children under 1 year old without birth certificate. 24% are not enrolled in civil registration, and this number grows to 35% at indian children. In essence, this means they have no official identity. With the upcoming presidential election, our job was to work with UNICEF, to make our candidates commit to this. In Paraguay, social awareness is not as respected as the law. So, Unicef needs the commitment of presidential candidates to work in children registration if they were elected.
Result	- It was viewed by 4.000.000 from 7.000.000 Paraguayans - With an investment of U$S 5.000, we got a U$S 800.000 worth of earned media - Free Publicity worth U$S 200.000 - UNICEF got to an agreement with the presidential candidates, where each one of them committed to generate specific actions for children and teenagers if they were to be elected.
Media Type	Case Study
Length	120 seconds
Executive Creative Director	Daniel Achaval
Creative Director	Jorge Tercarioli
Creative Director	Arturo Valiente
Creative Team	Jorge Tercarioli
Creative Team	Daniel Achaval
Creative Team	Camilo Guanes
Creative Team	Arturo Valiente
Creative Team	René Lopez
Creative Team	Jorge Collar
Creative Team	Sergio Sevega
Account Planner	Rodrigo Weiberlen
Production Company Producer	Poli Achával
Other	Metropolis Films, El Bagre Productora, LFZ, Inthependiente