Cannes Lions

ANTI-CRIME

DDB COSTA RICA, San Jose / CAMARA DE COMERCIO DE COSTA RICA/ASOCIACION DE FAMILIARES VICTIMAS DE HOMICIDIO / 2009

Overview

Entries

Credits

Overview

Execution

We told the government that people were living by the laws of the criminals; we told artists that their artwork was not helping to make a difference amongst Costa Ricans; we told people “Hey - look what we’re all becoming!” Everything landed on the Bring back Peace concept.Guerilla, graffiti, internet, and mass media launched the movement. Afterwards, the campaign’s main allies became word of mouth, people downloading stuff from the web, concerts, influential exhibits at the country’s main galleries, and people demonstrating on the streets.

Outcome

Four and a half million people, in other words, almost all of Costa Rica, benefited from the Bring Back Peace Manifest. The document was signed by the Supreme Court, the House of Representatives, and Costa Rica’s president.The victims’/witness protection bill was updated. Impunity was reduced drastically. Costa Rica will no longer be the paradise for criminals. Actions were put into practice to strengthen education and close gaps between social groups. All of this created opportunities to dignify those who were not in the map before.

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