Hasta La Creative!

Advertising Agency: DDB COSTA RICA, San José, COSTA RICA
Creative Credits
Name Company Position
Manuel Travisany Ddb General Creative Director
Carlos Redondo Ddb Art Director
Jose Manuel Chacon Ddb Copywriter
Ariel Arburola Ddb Designer
Esteban Mcclean Ddb Copywriter
David Tencio Omd Media Planning
Aixa Saborio Porter Novelli Public Relations
Details
Describe the campaign/entry:
Rarely can you witness a public relations campaign that changes a country’s legislation and actively involves more than a third of its population. This is one of them. We started off with a campaign that included graffiti, brochures, and some mass media. The intention was to wake up people to the reality that Costa Rica lived under the laws of fear. This struck the entire nation; demonstrations began taking place. Organisations got together to protect the families of crime victims. The voice of twenty four rock bands could be heard through a series of concerts all over the country. Art exhibits with famous painters, photographers, musicians, and poets toured the nation. Their work was shared with everyone who entered the Bring Back Peace site. By the end, we accomplished our objectives: the government reformed Costa Rica’s Criminal Law; in a country of 4.5 million – the “Bring Back Peace” registered 1.5 million clicks in only one month; and most important, crime rates began to decrease.
Describe the brief from the client:
We needed to create a social phenomenon that could influence a government while breeding a change in attitude and behaviour among the people. This would in turn, foster peace and respect for life. Our audience was the entire world. Our ultimate client was the country of Costa Rica. We needed to generate a massive PR campaign for a country whose image was plummeting due to crime. Thus, we needed to involve the people and the media in Costa Rica in order to make them feel that our cause was their cause. The fact that the country’s Criminal Law was obsolete was more than evident: one person in Costa Rica died every day due to violence caused by crime. Immediate action was needed.
Results:
A year after the government signed the Bring Back Peace bill: – The budget for security increased 80% – The law to protect victims and witnesses was approved to combat retaliation – Criminal sentences, for criminals caught red-handed are now decided immediately. Sentencing used to take two years – A new traffic law was approved mandating for the first time that a drunk driver be sent to jail after killing someone – During the first “Bring Back the Peace” march, the Victims’ Family Relatives Association was formed to support the victims – 14 out of the 15 cases presented in “The Value of Life” exhibit were brought to investigation – The laws against terrorism and organized crime are about to be approved – At all times the campaign received free support from the media and from all parties involved – The Government, which initially distanced itself from the campaign, in the end supported and recognized its contribution towards the solution of the problem. – And the most important accomplishment: a year ago… there was nothing.
Execution:
Stage 1. Up to the Head (The Authorities). Everything began when we launched the message “We live under the laws of the criminals”. The message was embraced by the media and it brought people to demand the right for peace in such manner that the government signed the “Bring Back Peace” Bill. Stage 2. Straight to the Heart (The Artists). To involve the younger crowd (crucial in every social movement) we invited local and international artists, to donate their work to the Bring Back Peace cause. Their artwork could be downloaded for free from the Bring back Peace website. In only one month, the site registered 1.5 million clicks, an impressive figure considering the country has 4.5 million people. Stage 3. Down to the Body (The People). Finally, we inaugurated a series of exhibit where the lives of 15 crime victims were showcased. These claimed the respect for life as the central principle to bringing back peace. The most important exhibit took place in Costa Rica’s National Gallery. The exhibits are still touring the nation.
The Situation:
Costa Rica, historically peaceful, was the first nation not to have an army. However, crime, from being almost inexistent, was now taking over people’s lives. The government, led by Nobel Peace Prize Oscar Arias, ironically blamed the legislative power for the increasing crime rates.
The Strategy:
Business strategy: Force the national government (the Supreme Court of Justice, the House of Representatives, and the President) to strengthen laws against crime. Marketing Strategy: To generate an influential campaign where a social wave could pressure the government to sign a new bill against crime. Communication Strategy: Tell people upfront, that Costa Rica was no longer a peaceful nation and that if people wanted to Bring Back Peace, they needed to fight for it. Describe the target audience and their relationship with the brand: We speak to every Costa Rican who is proud about the country’s peace and natural landscapes. Explain the unique insight that shaped the idea – How was it relevant to both the client and the target audience? The core insight of the campaign was “we live under the laws of the criminals”, a very powerful concept that touched people’s hearts. It got the government to assume its responsibility. Furthermore, it made everyone aware that sadly, the spontaneity of every Costa Rican was shadowed by the laws of fear.