MERCADEO Versión en español
Tony Waissmann of Republica Havas: It is impossible to run campaigns like Misused Objects without a close, sincere relationship with your client
Liz Unamo| 21 de agosto de 2023
Amigos for Kids Republica Havas Objetos Mal Usados
The campaign Misused Objects for Amigos For Kids, designed by Republica Havas, was selected as one of the best in public interest and CSR communications worldwide, according to AdForum.In the US, one out of three reported cases of child abuse involves beating or using objects to hurt children. The agency created a public awareness campaign to draw attention to this disturbing reality.“The key element is displaying in front of the viewer common objects often used for something terrible, not for what they were intended for and related to child abuse. The campaign calls to use these objects for what they were intended for and not for anything else because these are the most commonly used to mistreat children, those at home or with us. The campaign is hard and strong but manages to catch the attention in print, magazines, or outdoors so, for a few seconds or more, it helps us reflect on the issue, install it, and collaborate with Amigos For Kids in their fight against this terrible evil,” said Tony Waissmann, CCO of Republica Havas.The strong relationship between the agency and Amigos for Kids has allowed them to develop several creative works relevant to the Hispanic community. “It is impossible to carry out campaigns like these without a close and sincere relationship with your client, with both advocating for the cause, in our case, as an agency, thinking of communication ideas,” said Tony.The Lüzers Archive, a platform that curates the best of creativity globally and highlights it annually on its website and in print publications, included the campaign on its site.“Dissemination is what drives the campaign, managing to reach more people who perhaps had not seen it before because they do not consume those media or were away from the city where it was advertised. Campaigns increasingly need spreading, the press, etc., so repercussions not only help the campaign but also achieve its final objective,” he pointed out. “The recognition it is receiving is essential so that the message is not forgotten and remains in the heads of more people for as long as possible.”
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