In Paraguay, is very hard to reach a big audience because media ratings are very low, and media content is very poor. Only news and sports has high ratings, and is very hard to get in without money.

Challenge:

Paraguay has a high number of children under 1 year old without birth certificate. 24% are not enrolled in civil registration, and this number grows to 35% at indian children.

We need the commitment of presidential candidates to work on it before April 21 elections. And presidential campaigns are sensible to media topics.

Idea:

The solution was “No name match”: during the opening minutes of Uruguay vs. Paraguay soccer match (Paraguayan last chance to keep alive the chances to go to Brazil 2014 World Cup), 2 TV channels and 4 highest rated radios broadcasted live the game without saying the player's names.

After that, our message was revealed:

Like these players, we all need a name and nationality.

In Paraguay, before the year, 1 of 4 children is not enrolled in the civil registration

What does your candidate think about that? Ask him.

Soccer is the favorite spot in Paraguay. The Paraguayan soccer selection matches has high rating in TV and radios.

In Paraguay, one out of four children are not registered. In essence, this means they have no official identity. With the upcoming presidential election, our job was to work with UNICEF, to make our candidates commit to this

In association with 2 TV channels and 4 radios which conveyed the party Uruguay vs Paraguay for Brazil 2014 world cup qualifying, Unicef generated brand content to send a big message to presidential candidates.

Results:

- It was viewed by 4.000.000 from 7.000.000 Paraguayans

- With an investment of U$S 5.000, we got a U$S 800.000 worth of earned media

- Free Publicity worth U$S 200.000

- Every presidential candidate agreed to commit to a series of specific actions that would ensure the children of Paraguay received an official ID, if they were elected President.