Spyl 50668 sergio alzate y javier lozano-make every day worth of living
COLOMBIAA Country where we have learnt that somehow you will survive. A Country where teenage pregnancy is common.
Objectives• Achieve a different perception about pregnancy in teenagers.• Encourage preventive practices on adolescent pregnancy, make a positive social change to prevent it.
So... the problem deﬁnitely is Perception 57% of low income teenagers are satisﬁed with their lifestyle. 63% don’t have plans to go abroad. In Colombia, people got used to live day by day Source: TGI COLOMBIA 2011
A Costume that is Inherit Colombian teenagers are only interested in livingTODAY, because they have the certainty thatTOMORROW will be the Same.
CONSUMER INSIGHT “It is not that bad to have a child TODAY, because I knowTOMORROW will be the same”
GOLDEN CIRCLE Remove the ColombianWHAT? custom of living day by dayHOW? Creating a space forward in timeWHY? Because... who did not want, in their teen age to be forward in time to be older?
BIG IDEABRING TOMORROW, TODAY! Showing our cities from 2.025 perspective in 2.011 Inside large spaces around the country like a fair.
BIG IDEAWe are going to have spaces in Schools, parks and community, where we can show them who they can be tomorrow. Large Spaces for a 2025 Imagine your everyday Fair School turn into a University (2025). They are going to be asked about their likes, afterwards each of them will be someone in that very moment and space; depending on their answers they could be doctors, lawyers, football players, to sum up, inﬁnte options.
MEDIA According to their media consumptionNATIONAL AND LOCAL TV OUT OF HOME 91% Aff 99 93% Aff 102INTERNET RADIO 64% Aff 142 76% Aff 113 Source: TGI COLOMBIA 2011
FLOW CHART MONTH MEDIA 1 2 3 4 5 6 7 8 9 10 11 12 BUDGET MillionsBTL ACTIVITIES 400NATIONAL AND LOCAL TV 200NATIONAL TV PR 0OUT OF HOME 150RADIO 100RADIO PR 0INTERNET 150SOCIAL MEDIA 0 1.000