Entertainment Lions For Music > Music & Brands
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, and 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 important because the project fights xenophobia, including two artists from different nationalities under the same cause which is the first step to demostrate we can leave our differences behind us. Also, the singers had an important role because they were able to add sound to the kids' ideas. Finally as public people, they are influencers to society, which help us transform people's behaviour.
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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