Youngsters Against Violence: ScareCrooks

This low-budget social media and mobile campaign aimed to tackle a major societal problem in Guatemala - violent assaults - by attracting the nation's youth to its cause.

Youngsters Against Violence: ScareCrooks

Ogilvy Guatemala

Advertiser: Youngsters Against Violence OrganizationBrand: Youngsters Against ViolenceCountry: Guatemala

Objectives

  1. Generate interest among young people and key media in order to contribute to the process of building a better future in Guatemala, through the fight against violence.
  2. Motivating young people to download the app at least 5,000 times and to generate 200 updates or reports.
  3. Develop a Statistical Database that enables the authorities to implement violence prevention plans.
  4. Achieve an increase of 500 fans at the "Espantacacos" Facebook fan page.
  5. Obtain free press at a massive reach level of...

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