Direct > Use of Direct Marketing
McCANN COLOMBIA, Bogota / MINISTRY OF NATIONAL EDUCATION COLOMBIA / 2016
Awards:
Overview
Credits
CampaignDescription
To remind everyone that the future of our country in peace lies in education, we decided to create a unique symbol, turning an element of war into one of peace.
Execution
We asked the military industry to give us the used bullets casks. Then we emptied them of their gun powder, cleaned them, engraved them, filled them with ink and transformed them into the symbol of our message: “Bullets marked our past. Education will write our future”
We offered it to journalists, writers and opinion leaders as a Christmas gift direct mailing and also we gave it at events like “Hay Festival” at Cartagena, Colombia.
Outcome
* National and international media coverage, from US to China, CCTV news, CNN, Deutsche Welle, The Whashintog Post, Lebanon on Time, AFP, LA Stampa Italia, AskaNews, El Mundo Spain, Telemundo International, MSN, news, Yahoo news, La Nación Chile, , Terra news and hundreds of Latinoamerican news websites.
* We continue cuantificating the value generate in free press by the campaing. The Bulletpen and our message still generates more and more news from all over the world.
* More than 500 influential personalities including President Juan Manuel Santos and Luis Almagro General Secretary of the Organization of America States joined together to rewrite the history of the country.
* Gina Parody, Minister of National Education was rank as the best minister of Colombia in a public opinion poll made in march 2016.
Relevancy
This work is relevant for Direct Lions, because the Ministry of National Education needed to give the news about education having a higher budget than war, and we found in the bulletpen a way of delivering our message directly to the people that could spread the word.
We offered it to journalists, writers and opinion leaders.
In exchange, we asked them to write or draw with the Bulletpen their own idea of a peaceful and educated Colombia to show the press how Colombia is starting to rewrite it´s history.
And then, everybody wrote with and about it.
Strategy
War in Colombia has been going on for almost 60 years, but this year with the sign of the peace agreement; education received a higher budget than war. And the Ministry of National Education needed to spread the news to 48 million Colombians.
So we turned an element of war into one of peace: The Bulletpen. Then, we offered it to journalists, writers and opinion leaders so they could start writing and drawing with it their own idea of a peaceful and educated Colombia. And then, everybody wrote with and about it.
Synopsis
War in Colombia has been going on since 1958. With more than 6 million victims in the last 30 years, but this year with the sign of the peace agreement; education received a higher budget than war. And the Ministry of Education wants to spread the news.
To remind everyone that the future of our country in peace lies in education, we decided to create a unique Christmas gift, turning an element of war into one of peace.
The Bulletpen.
We transformed bullets into pens as a symbol of our message: “Bullets marked our past. Education will write our future”
We offered it to journalists, writers and opinion leaders.
In exchange, we asked them to write or draw with the Bulletpen their own idea of a peaceful and educated Colombia to show the press how Colombia is starting to rewrite it´s history.
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