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.

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.

Presidential campaigns are sensible to media topics. So, we need to do a message with big media impact.

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

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.

UNICEF generated '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 broadcast live the game without saying the player´s names.

After that, our message was reveal:

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

In Paraguay, social awareness is not as respected as the law. So, Unicef needs the commitment of presidential candidates to work in children registration if they were elected.

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

- UNICEF got to an agreement with the presidential candidates, where each one of them committed to generate specific actions for children and teenagers if they were to be elected.

Unicef generated '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 broadcast live the game without saying the player´s names.

After that, our message was reveal:

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

Once the message was sent, we activate celebrities on social media to reply the same message using #nonamematch

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.

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.

Soccer is the favorite spot in Paraguay. The Paraguayan soccer selection matches has high rating in TV and radios. The strategy was send a message throws a soccer match.

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