Agency: BBDO Guatemala
Kasperle has always been characterised by a range of products that stimulate the imagination and creativity of children, but in Guatemala childhood is in great danger.
Over 1,200 children disappear each year, over 3 a day, leaving their childhood behind forever. Yet, Guatemalan society seems desensitised to the point of accepting such brutality.
A PR action with a human appeal was necessary to move a society that had become indifferent to this problem and to unite under the same event and motto all of the parties dedicated to combating disappearances (media, government, social organisations, opinion leaders and the community) in order to create a fully-functional and integrated team.
Our purpose was to devise a campaign for Kasperle that would have raised awareness in the population regarding a problem that Guatemala has been facing for many years.