Paraguay has a high number of children under 1 year old without a birth certificate. 24% are not enrolled in civil registration, and this number grows to 35% in Indian children. In essence, this means that they have no official identity.
With the upcoming presidential election, ONIRIA\TBWA's job was to work with UNICEF to make their candidates commit to this.
And political campaigns are very sensitive to media pressure.
In Paraguay it's very hard to reach a big audience because media ratings are very low, and media content is very poor. Only news and sports have high ratings, and it's very hard to get noticed without a large media budget.
In association with two TV channels and four radio stations which conveyed the party Uruguay vs Paraguay for the Brazil 2014 World Cup qualifying round, Unicef generated brand content to send a big message to presidential candidates, with support from social media during the match.
ONIRIA\TBWA created 'No name match'.
During the opening minutes of Uruguay vs Paraguay soccer match (Paraguayan's last chance to keep alive the chance of going to the Brazil 2014 World Cup), two TV channels and four popular radio stations broadcasted live the game without saying the player ́s names.
After that, the message was revealed: 'Like these players, we all need a name and nationality and last year in Paraguay, 1 in 4 children were not enrolled in the civil registration'.
- It was viewed by 4.000.000 from 7.000.000 Paraguayans
- With an investment of $5,000, ONIRIA\TBWA got $800,000 worth of earned media
- Free Publicity worth $200,000
- UNICEF achieved an agreement with the presidential candidates, where each one of them committed to generate specific actions for children and teenagers if they were to be elected.