Cannes Lions
MCCANN HONDURAS, San Pedro Sula / BANCO ATLANTIDA / 2014
Overview
Entries
Credits
Execution
Bring back the voice of the dead. We created an alphabet, out of real handwriting from people who were violently killed, and with it we wrote letters of hope to inspire parents to create a better future for their newborns, through educational opportunities found by becoming part of the Saving Account programs.
Outcome
3 out of 10 parents of newborns who received a 'Letter from Heaven', decided to open a saving account for their baby.
•8 out of 10 parents who received a Letter from Heaven, expressed hope for a change
•8 out of 10 parents agree its their responsibilty to keep their children away from violent paths by providing them with educational opportunities and care.