Direct > Sectors
J. WALTER THOMPSON COSTA RICA, San Jose / TELETICA / 2017
Overview
Credits
CampaignDescription
There is a school in Costa Rica that allows children from Nicaragua to cross the border and attend class with Costa Rican children.
TELETICA, Costa Rica’s leading TV station, invited these children to create their own country. A perfect one.
Execution
TELETICA aired a 1-hour TV Documentary about the project along with Costa Nica’s compelling anthem. The idea generated a public discussion about xenophobia...
Outcome
- Over 40 thousand new citizens through Costa Nica's web site
- Over 2,000 books of the project delivered to schools around the country
- More than 50 million impressions
- This new nation literally got rid of borders when Nicaragua’s most important TV station also covered the story
Relevancy
It is relevant because it delivered the final message and most important, it reached the hands of children through the book. This book was created by children, for the children. And when it comes for educating about xenophobia, we must start in the roots: our children. In addition, it allowed grown ups to jump aboard the idea by a simple yet important "click". A "click" as important as an ID.
Strategy
Introducing Costa Nica: a country created by the children with their own motto, coat of arms, symbols, flag and rights.
In addition, the children created their very own anthem, with the help of two famous singers from Nicaragua and Costa Rica.
Synopsis
We live in a world full of xenophobia... Costa Rica and Nicaragua are no exception to this. Their political differences through the years has aggravated this terrible behaviour.
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