Love Story

By Y&R, Mexico City, Mexico

For Movistar Mx Brand Conciencia Movistar

Highly Commended in category Health & Wellness

In subcategory Consumer-Traditional

Project Description
One of our CSR pillars is called “Movistar Conscience” which is about promoting secure and responsible use of telecommunications, especially social networks. As one of the leading telcos in Mexico and Latin America, Movistar takes this very seriously, especially when considering young people. Mexico is the leading country in the world with the greatest penetration of social networks between users of internet and a very high daily use: an average of 8.6 hours a day. In addition, this high penetration is explained by the participation of children, who generally do it without parental supervision. Our main objective was to generate awareness about the dangers that exist on social networks and to educate users on responsible use.
Agency Solution
Our social media campaign was launched in April, National Children’s month. Initially, we published the video on Movistar’s Facebook page and Youtube channel, and immediately after, we were picked organically by a steady stream of major ad publications such as Creativity Online and AdLatina, but more importantly, we were picked by a great amount of Mexican and international digital newspapers such as El Universal, Vanguardia and Milenio, La Razón among others. Until today we have been published in more than 22 different pages, all this organically.
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