Cannes Lions

AMMAR

OGILVY & MATHER ARGENTINA, Buenos Aires / AMMAR / 2013

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Overview

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Overview

Description

The Challenge was to get the attention of the congressmen in order to install in their agenda that 86% of sex workers are mothers and the need a law to regulate their work.

Execution

Sex Workers doesn´t have Budget to promote their cause paying an outdoor camping. So that we decided to do a Guerrila one.

Street corners are the emblematic spots where sexual workers offer their services. There, we installed different´s pieces of urban art where the pedestrian saw on one side, the reality of the sexual worker he knows so well, the woman in the exercise of prostitution, and on the other, what he didn’t know of her, her motherhood.

To Maximise the campaign, we took photos of the Street Arts, and we Shared through Ammar´s Facebook Profile. They went viral immediately.

Outcome

All Calendars were sent to different argentine congressman from every party.

Some of them accepted meetings with Ammar's members to discuss their problems and inquiries and the possibility of approving a law to regulate their work.

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