Graphite Pencil / Integrated & Innovative Media / Earned Media Campaigns / 2015
During presidential campaigns, candidates typically base their speeches on topics likely to capture the most votes. In 2014, none of Costa Rica's candidates included direct actions related to child protection in their government plans. Fundación Paniamor, a child protection agency, wanted to pressure the candidates to do so. Together with Leo Burnett Costa Rica, they cleverly intercepted the Wikipedia bios of the five most popular presidential candidates, opened a chapter entitled Child Protection Policies, and left it blank. By drawing attention across social channels, enough pressure was put on candidates that in less than one month, all of them had filled out their bios with concrete policies. Among them, Costa Rica's new President.
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