Juntos por el bienestar
The project implements Law No. 21.430, which establishes a System of Guarantees and Comprehensive Protection for children and adolescents. We set out to raise awareness of their rights and promote their well-being through activities and an inclusive campaign.
“With this law, we put children and adolescents at the center of our actions.”
Overview
Everyone has a role, a law to know and a Protection System as a comprehensive tool. To be agents of change we have to be informed and act.
Law No. 21.430 had to be communicated as a commitment to the rights of children and adolescents, and a comprehensive plan had to be shared that ensures the conditions for every right to become a reality.
It is essential to do so, for the children and adolescents of today, who will be the adults of tomorrow. Because in this, we are all together.
Execution
PROMOTE, RESPECT, PROTECT
A preventive campaign that spoke to three audiences: parents and guardians, institutions, and children and adolescents. Each with their own questions: Do I know the rights? What is my role? How do I relate to them?
STAGE 1: WE TAKE THE MICROPHONE
We shared the essentials of the Comprehensive Protection System, segmenting the messages by audience: content for social media, digital media, out of home and radio, to talk about rights, well-being and the future.
STAGE 2: A NEW PLAN OF ACTION!
We developed striking lines for the digital strategy of the Comprehensive Well-being Plan, designed to grab attention and convey the System's key messages. Plus a landing page to keep every measure of the plan in one place.
LAUNCH MILESTONE
We organized an event that brought together more than 500 people to celebrate the launch of the Comprehensive Protection System, with symbolic gifts and a space designed to highlight this important initiative.
The spots and the milestone
The radio spots of both stages and the footage of the launch event.
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