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

We created '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 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 yeaching one year, 1 of 4 children is not enrolled in the civil registration. What does your candidate think about that? Ask him.

Results:

- It was viewed by 4m of 7m Paraguayans

- With an investment of US$5,000, we got a US$800,000 worth of earned media

- Free Publicity worth US$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.

Presidential campaigns are sensible to media topics. This action was viewed by nearly 60% of Paraguayan population, at 6 medias at the same time. We send a direct broadcast message to the candidates, with 60% of population as witness.