UNICEF: #NoNameMatch

UNICEF, the UN's children's charity, aimed to gain the commitment of Paraguayan presidential candidates to enrol the nation's youngsters in civil registration via this campaign, based around the 2014 football World Cup qualification matches.

UNICEF: #NoNameMatch

Agency: Oniria/TBWA AsuncionAdvertiser: UNICEFBrand: UNICEFCountry: Paraguay

Objectives

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.

We need the commitment of presidential candidates to work on it before April 21 elections. And presidential campaigns are sensible to media topics.

Strategy

In Paraguay, is very hard to reach a big audience because media ratings are very low, and media content is very poor. Only news and sports has high ratings, and...

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