Campaign details
Brand: SBTLead agency: WMcCANNRegion: LATAM
Strategy
Objective
SBT, the 2 biggest TV channel in Brazil, is well known for foresting various social initiatives. One of them was to create awareness for the week against child assault.
Target Audience
Adults who are old enough to help children: 18+ to 60+, from diverse social classes in the country.
Creative Strategy
Through data analysis on Google, we saw that the week against child assault was way bellow the target, as the trend topic in the period was the baby filter, a Snapchat filter.
So, in order...