Situation:

On March 8, 2017, 41 girls and adolescents died in a fire at the Orphanage Virgen de la Asunción. The victims protested and demanded better living conditions, but they were locked up and never heard. In 2018, we created this initiative.

Brief: World Vision asked us to work on an action to remember the girls and adolescents who died in the tragedy of Orphanage Virgen de la Asunción. In the brief we were informed that there was no budget to work this action in mass media, only through digital platforms.

Objectives:

Grab the attention of the general public and demand answers from the authorities about the incident, because the country didn't have a law that fully protects the children.

We were asked to execute an idea to commemorate the victims that die in the tragedy of the Orphanage Virgen de la Asunción, instead of doing a minute of silence, we decided to do the opposite, that's why we created the hashtag #UnMinutoDeNoSilencio (#AMinuteOfSilence) and invited people to raise their voice through one-minute audio notes that demand justice for the girls.

We didnt have too much Budget, thats why we decided to make a Facebook post under the following parameters to achieve visibility.

Target audience (consumer demographic/individuals/organisations):

People related to non-governmental organizations, in favor of human rights.

Media planning:

The campaign ran out for 2 days before the first anniversary of the tragedy, that led us to prepare a post that we knew would meet the objective of awareness and interaction on the subject that was going to be in everyone's conversation.

Implementation:

We defined an audience of personalized publics, related to non-governmental organizations.

Media channels and integration:

Facebook Post, boosted post, Facebook Video.

Timeline:

The campaign run from march 6th to friday 9th, 2018.

Celebrities, government personalities and many people joined #UnMinutoDeNoSilencio (#AMinuteOFNoSilence) thanks to this initiative, we impelled the law 5285, that guarantees a social system of protection to childhood.