Cannes Lions
Y&R, Montevideo / TECHO / 2018
Awards:
Overview
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Credits
Description
Since 2008, Google Maps mapped the streets of Latin America. However, a part of the cities had been left out of the map: the poor settlements.
Techo teamed up with Google to begin mapping these areas, generating news and making visible the reality in which millions of Latin Americans live.
Execution
Using a backpack equipped with 15 cameras called Trekker, the neighbors and volunteers from Techo began to map every corner of the villages and settlements. 6 villas in Argentina are already mapped. The project will continue to develop in Brazil, Mexico and other countries in Latin America.
African social organizations asked Google to replicate the experience in that continent.
Outcome
The project obtained more than USD 700,000 in free media. The settlements managed to have their place on the map and the reality in which their inhabitants live is no longer invisible.
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