Cannes Lions

SHINY LESSONS

OMD GUATEMALA / GRUPO COBAN / 2015

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Case Film
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Overview

Entries

Credits

OVERVIEW

Execution

We made shoeshine boxes with a radio device and headphones that would capture only one signal. The broadcast came from a radio located in the city´s Historic Civic Center. The boxes were given to every child in exchange of their old shoeshine boxes.

With the help of the Radio Education Directorate of Guatemala we developed the content of the lessons and the evaluation program. The lessons would be transmitted every day for one hour and there would be class sessions with a teacher once a week. To ensure the permanence in the program, Cobán gave the children shoeshine material, clothes, shoes and food. The project was held for 4 months in Guatemala City helping children that work around the Historic Civic Center.

Outcome

21 boxes were given the first week. 237 children completed the program (first month).

We gave over 2,844 shoe polish pastes and ink.

We obtained material donations worth more than $10,000 including books, notebooks, pens and pencils.

Radio Universidad contributed with the production and broadcast of the lessons.

The project got more than $625,000 in press and media.

Coban´s website duplicated its views. The social network posts reached more than 1,000,000 users and generated more than 10,000,000 prints.

The project aroused the concern of other educational institutions and the Ministry of Education is planning to implement the program in other Departments of Guatemala.