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Tweet Bot / Fundación Las Rosas

Submitted By maria rebeca arriagada

Description

During 2016, Fundación Las Rosas carried out the winter campaign "It is time to help". A collection to help the more than 2,200 grandparents distributed throughout Chile in the different centers of the Foundation that aim to provide them with food, heating, and medicine for the winter.

Objective

With a very limited budget ($ 13), a digital campaign was developed where the main pillar was Twitter.
Through a Tweet-Bot, the user was answered when he used words related to winter, (such as # Cold, # heating, # shelter, # winter, # coffee, among others), inviting him to empathize with a grandfather from Fundación las Rosas, donating e-commerce to give him a day of heating, food or medicine.

The winter drive raised over $ 5,600 during its 3-week campaign.

Technical Challenge

The 2016 winter campaign, “It's Time to Help”, whose objective was to raise funds to heat the Foundation's homes, obtained a Silver Effie in 2017, in the Social Marketing / Non-Profit category.
The idea, as well as other proposals for the same client, is born from the sense of solidarity and empathy by the residents of the Foundation, generating a bond with them and being a challenge of how to invite other people to be supportive.

"It is time to help", appeared in different national media, giving it greater visualization and viralization of the content.

Client

Fundación Las Rosas

Agency

MCcann Chile
www.mccann.cl

Media

Interactive

Market

Foundation

Credits

Art Director

Christian Palacio

Views

14

 

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