Cannes Lions
Y&R URUGUAY, Montevideo / UN TECHO PARA MI PAIS / 2012
Overview
Entries
Credits
Execution
Our 16,000 volunteers help Un Techo Para Mi Pais in many ways.But, what if they also become a media channel in itself?
To communicate this year’s fundraising, we created ringtones that we downloaded onto volunteers’ cell phones with a direct message.So, they spread the cause with every call received, wherever they were.
Outcome
We created a media at no cost. An outdoor campaign with the highest contact points that Un Techo ever had.
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