There' s Nothing to Celebrate Yet

By Ogilvy, San José, Costa Rica

For Instituto Nacional de Seguros

Highly Commended in category Advertising

In subcategory Radio

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Project Description
Extremely long and powerful goal celebrations are part of the culture in Costa Rican football broadcasting. Media ratings for the matches have been proved to depend on them, so TV channels and radio stations try to have the most intense narrators.

Changing that behaviour for one day was a very effective way of using media to deliver our message, but it was also a very difficult challenge. Media, though supporting the idea and the movement, were initially afraid of losing audience to the competitors. It required a combined negotiation with all of them in order to get their approval.
Agency Solution
Until there’s true equality, National Insurance Institute believes that on International Women’s Day “there's nothing to celebrate yet”. We must commemorate the fight for women's rights and keep struggling for them.
As International Women’s Day occurred on the same day as a key football tournament, it would compete for attention with it. We chose to enter the matches with our message. The idea: none of the narrators celebrated the goals as they usually do; they just announced them and announced that, as long as the inequalities persist, there was nothing to celebrate yet on Women’s Day.
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