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.

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 radio stations broadcast 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 radio.

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 radio station which conveyed the party Uruguay vs Paraguay for Brazil 2014 world cup qualifying, Unicef send a unexpected message to presidential candidates.

Presidential campaigns are sensible to media topics. This action was viewed by nearly 60% of Paraguayan population, at 6 medias at the same time.